1. Personal Branding
Ref: 0089
10 Ways You Should Never Describe Yourself
By Jeff Haden | June 11, 2012
When other people use these words to describe your talents, it's OK. When you do it,
you just sound like a pompous jerk.
Picture this: You meet someone new. "What do you do?" he asks.
"I'm an architect," you say.
"Oh, really?" he answers. "Have you designed any buildings I've seen?"
"Maybe," you reply. "We did the new library at the university..."
"Oh wow," he says. "I've seen it. That's a beautiful building..."
And you're off. Maybe he's a potential client, maybe not... but either way you've
made a great impression.
You sound awesome.
For further information on this handout and the consulting
and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9824 0420
E: info@imagegroup.com.au
www.imagegroup.com.au
©2012
Page 1 of 4

2. Personal Branding
Ref: 0089
Now picture this: You meet someone new. "What do you do?" he asks.
"I'm a passionate, innovative, dynamic provider of architectural services who uses a
collaborative approach to create and deliver outstanding customer experiences."
And he's off, never to be seen again... because you sound like a pompous ass.
Do you--whether on your website, or more likely on social media accounts--describe
yourself differently than you do in person?
Do you use hacky clichés and overblown superlatives and breathless adjectives?
Do you write things about yourself you would never have the nerve to actually say?
If so, it's time for a change.
Here are some words that are great when used by other people to describe you, but
you should never use to describe yourself:
"Motivated."
Check out Chris Rock's response (not safe for work or the politically correct) to
people who say they take care of their kids. Then substitute the word "motivated."
Never take credit for things you are supposed to do--or be.
"Authority."
If you have to say you're an authority, you aren't. Show your expertise instead.
"Presenter at SXSW" or "Delivered TED Talk at Long Beach 2010" indicates a level
of authority. Unless you can prove it, "social media marketing authority" just means
you spend a ton of time on Twitter.
"Global provider."
The vast majority of businesses can sell goods or services worldwide; the ones that
can't--like restaurants--are obvious. (See?) Only use "global provider" if that
capability is not assumed or obvious; otherwise you just sound like a really small
company trying to appear really big.
For further information on this handout and the consulting
and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9824 0420
E: info@imagegroup.com.au
www.imagegroup.com.au
©2012
Page 2 of 4

3. Personal Branding
Ref: 0089
"Innovative."
Most companies claim to be innovative. Most people claim to be innovative. Most are
not. (I'm not.) That's okay, because innovation isn't a requirement for success.
If you are innovative, don't say it. Prove it. Describe the products you've developed.
Describe the processes you've modified. Give us something real so your innovation
is unspoken but evident... which is always the best kind of evident to be.
"Creative."
See particular words often enough and they no longer make an impact. "Creative" is
one of them. (Go to LinkedIn and check out some profiles; "creative" will appear in
the majority.)
"Creative" is just one example. Others include extensive, effective, proven, dynamic,
influential, team player, collaborative... some of those terms truly may describe you,
but since they're also being used to describe everyone else they've lost their impact.
"Curator."
Museums have curators. Libraries have curators. Tweeting links to stuff you find
interesting doesn't make you a curator... or an authority or a guru.
"Passionate."
Say you're incredibly passionate about incorporating an elegant design aesthetic in
everyday objects and--to me at least--you sound a little scary. Same if you're
passionate about developing long-term customer solutions. Try focus, concentration,
or specialization instead. Save the passion for your loved one.
"Unique."
Fingerprints are unique. Snowflakes are unique. You are unique--but your business
probably isn't. Don't pretend to be, because customers don't care about unique; they
care about "better." Show how you're better than the competition and in the minds of
customers you will be unique.
For further information on this handout and the consulting
and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9824 0420
E: info@imagegroup.com.au
www.imagegroup.com.au
©2012
Page 3 of 4

4. Personal Branding
Ref: 0089
"Guru."
People who try to be clever for the sake of being clever are anything but. Don't be a
self-proclaimed ninja, sage, connoisseur, guerilla, wonk, egghead... it's awesome
when your customers affectionately describe you in that way, but when you do it it's
apparent you're trying way too hard.
"Incredibly..."
Check out some random bios and you'll find plenty of further-modified descriptors:
"Incredibly passionate," "profoundly insightful," "extremely captivating..." isn't it
enough to be insightful or captivating? Do you have to be incredibly passionate?
If you must use over-the-top adjectives to describe yourself, at least spare us the
further modification. Trust us; we already get it.
For further information on this handout and the consulting
and coaching programs available please contact:
Image Group International
Asia Pacific Head Office
T: (+61 3) 9824 0420
E: info@imagegroup.com.au
www.imagegroup.com.au
©2012
Page 4 of 4