Thinking of branding yourself as a “bad ass” or a “warrior?”

It’s all the rage these days.

But it does it really help strengthen your message?  Or get more media coverage?  Or attract new clients? Or share who you really are?

I think maybe not.

Here’s what “trying too hard to be a bad ass” can look like to the rest of us mere mortals. Because if you really are a bad ass, then you just are.