When hired by a "tech" startup with no technologists in their team, I call myself an architect to separate myself so they don't think I am going to be writing their code directly. Typically, such "startups" only last a quarter, because they have no experience working in tech, but I can guide them so they don't die in a quarter by providing them with a "how to be a technology developer blueprint" that tends to be received like the holy grail.