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
Caregiver
Caregiver
Nurture, protection
Everyman
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
Magician
Magician
Transformation, wonder
Sage
Magician
Truth, knowledge
Innocent
Purity, optimism
Outlaw
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
Strategist
Strategist
Clear thinking, smart plans (consultancies, B2B)
Adviser
Strategist
Strategist
Practical guidance, mentorship (coaches, finance)
Oracle
Strategist
Everyman
Vision, foresight (AI, research, education)
Everyman
Everyman
Everyman
Lifehacker — clever shortcuts, ease (apps, tools, SaaS)
Jester
Everyman
Jester
Connector — community, networking (platforms, local hubs)
Lover
Everyman
Jester
Host — warmth, belonging (hospitality, events, cafés)
Ruler
Magician
Creator
Innovator — disruption, progress (startups, tech)
Creator
Magician
Creator
Guardian — ethics, sustainability (eco, social impact)
Magician
Magician
Magician
Influencer — attraction, trend-setting (lifestyle, beauty)
About Your Otter CMO
Tip:
Pick 1 primary archetype and (optionally) 1 supporting archetype. More than two creates mixed signals.