Glossary: Brand Archetypes

Brand Archetypes

Brand Archetypes. YOCMO + edition.

Classic & Modern Archetypes for SMBs

Our modern, emotion-driven update to the classic 12 archetypes. Use it to choose a brand personality, align your voice, and create consistent campaigns that convert — especially for small and medium businesses.

👉 How to Use It

Why Archetypes still work — and why we enhanced them

Archetypes make brands feel human. The classic set is timeless — but today’s SMBs also need identities like Strategist, Oracle, Connector, or Lifehacker. YOCMO Archetypes+ keeps what works and adds modern roles tuned to how customers buy now.

Why SMBs love it:

Emotion-first: Pick the core emotion you want customers to feel, then choose the archetype that expresses it.
Classic + Modern: The best of both worlds.
SMB-ready: Each archetype comes with tone cues, content ideas, and quick next steps.

Classic 12 Archetypes and their main personality traits

Hero

Caregiver

Explorer

Courage, achievement

Explorer

Caregiver

Explorer

Freedom, discovery

Caregiver

Nurture, protection

Everyman

Caregiver

Approachable, relatable

Jester

Everyman

Jester

Humor, play

Lover

Everyman

Jester

Intimacy, beauty

Ruler

Magician

Creator

Authority, control

Creator

Magician

Creator

Imagination, craft

Magician

Transformation, wonder

Sage

Innocent

Magician

Truth, knowledge

Innocent

Purity, optimism

Outlaw

Innocent

Rebellion, liberation

About Your Otter CMO

Our Vision

Parallels to the Classic Brand Archetype Wheel

Classic Intent → YOCMO Emotional Group → Examples

Connect to Others → Belonging & Connection → Everyman, Caregiver, Host (new), Connector (new)
Leave a Mark → Courage & Power → Hero, Ruler, Strategist (new), Adviser (new)
Spiritual Journey → Discovery & Curiosity → Explorer, Creator, Oracle (new), Lifehacker (new)
Provide Structure → Transformation & Vision → Magician, Innovator (new), Guardian (new), Sage
— → Joy & Energy → Jester, Lover, Influencer (new)

YoCMO + 9 Archetypes and their main personality traits

Strategist

Clear thinking, smart plans (consultancies, B2B)

Adviser

Strategist

Practical guidance, mentorship (coaches, finance)

Oracle

Strategist

Lifehacker

Vision, foresight (AI, research, education)

Lifehacker

Clever shortcuts, ease (apps, tools, SaaS)

Connector

Lifehacker

Connector

Community, networking (platforms, local hubs)

Host

Lifehacker

Connector

Warmth, belonging (hospitality, events, cafés)

Innovator

Disruption, progress (startups, tech)

Guardian

Innovator

Ethics, sustainability (eco, social impact)

Influencer

Innovator

Influencer

Attraction, trend-setting (lifestyle, beauty)

How to Use Archetypes YOCMO + edition

Choose your emotion

Decide what you want customers to feel first (belonging, courage, discovery, joy, or transformation).

Align your voice

List 3–4 adjectives for the archetype. Update your website, emails, and social captions.

Build consistent content

Plan 3 pieces: one story, one proof (testimonial or case study), one offer (CTA).

Train your team

Share do/don’t examples so all communication matches.

Test & evolve

A/B test slogans or landing pages. Recenter on your emotional core if results drift.

Pair with positioning

Use alongside the Babich Brand Matrix, Value Proposition, and USP.

Frequently Asked Questions

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How many archetypes should we use?

One primary and one secondary at most. More creates confusion.

Can we change archetypes later?

Yes. Brands evolve. Revisit your choice when you reposition or launch new offers.

How is this different from the classic 12?

We keep the classics for familiarity but add modern roles (Strategist, Oracle, Connector, Lifehacker, Guardian, Host, Innovator, Adviser, Influencer) designed for SMBs.

Does archetype choice affect design?

Absolutely. Typography, color, and imagery should reinforce the emotion behind your archetype.