004 | The Branding Trap: Why “Passion” and “Purpose” Are Killing Your Credibility

We've all been told to "lead with your why" and show how passionate we are. But in B2B, those words rarely build trust—they build skepticism. Buyers aren’t looking for a spiritual awakening. They’re looking for results. And if your messaging still centers on you, you're losing credibility before the conversation even starts.

In a market overflowing with bold claims and “authentic” personal brands, one thing is increasingly clear: your audience doesn’t care about your why. They care about their problem. And no amount of passion will make up for positioning that centers you instead of them.

Somewhere between Simon Sinek’s viral TED Talk and every founder’s pitch deck, “why” and “passion” became sacred cows in branding. But in B2B—where decisions are driven by ROI, not raw emotion—these overused buzzwords are more likely to raise eyebrows than close deals.

“When people have a problem, they don’t search for a company that 'donates to orphaned kids in the jungle',” says Melanie Asher, MBA. “They Google their pain and look for a solution. You lead with value, not purpose.”

It’s not that having a purpose is wrong. Leading with it—especially in your sales and marketing messaging—usually misses the mark.

Passion is Not a Proof Point

Here’s the problem with saying “I’m passionate about X.” It feels self-serving. And it’s hard to measure. You’re asking your audience to trust that you care deeply—but caring isn’t what they’re buying.

“It’s like saying, ‘I’m a good partner,’” notes Valerie Cobb. “That’s not your call to make. Passion is only powerful when someone else sees it in you—not when you declare it about yourself.”

In fact, the word passion itself is problematic. According to Merriam-Webster, it’s defined as “an intense, driving, or overmastering feeling”—but also as “an outbreak of anger”. Neither is exactly what a risk-averse B2B buyer is looking for when evaluating potential vendors.

In B2B, passion without proof sounds like fluff. Clients want to see impact, not emotion. They want performance, not personality alone. And when you lead with feelings, you put the burden on the buyer to translate them into outcomes.

The 'Thought Leader' Paradox

“Expert.” “Guru.” “Visionary.” These titles may sound impressive in a LinkedIn headline, but they often backfire when self-applied...and when used on LinkedIn. In a market where trust is currency, self-proclaimed credibility is a red flag.

“If someone else calls me a thought leader, that’s a compliment,” Melanie explains. “If I say it about myself, it comes off like a sales pitch in disguise.”

Today’s buyers are skeptical. They've seen too many “coaches,” “strategists,” and “founders” with slick websites and zero track record. When everyone is an expert, no one is.

Valerie puts it bluntly: “It dilutes trust. Audiences are smart—they want evidence, not empty titles.”

Want to be seen as a thought leader? Show your thinking. Publish real insights. Offer commentary that adds clarity—not noise. Let other people draw the conclusion you’re hoping to spoon-feed them..

Why Narcissistic Branding Fails

The common thread across all these bad habits—declaring passion, labeling yourself an expert, leading with your “why”—is that they center around you.

Too many brand messages are written like a dating profile instead of a problem-solution narrative. And while personal purpose might win hearts on stage, in business, it’s a distraction unless it’s connected to results.

“Trust isn’t something you get to claim,” Valerie says. “It’s a behavior, not a tagline.”

Relevance isn’t built through adjectives. It’s built through empathy. If you want to be seen as credible, useful, and trustworthy, start with your customer’s pain, not your internal mission statement.

The Real Words That Build Brands, Revenue, and are What Buyers Want to Hear

Want to build a brand that sticks? Forget passion. Use precision.

Replace “passionate” with clear examples of commitment: measurable results, years of experience, problems solved, or testimonials from people your audience respects. Buyers want to hear that you understand their challenge—and that you’ve solved it before. They want confidence, not charisma. And they want proof.

So how do you earn credibility without resorting to buzzwords?

• Replace Passion with Precision. Don’t say you’re passionate. Show you’re consistent. Cite years in the industry, notable clients served, or testimonials that highlight your commitment in action.

• Ditch Self-Appointed Titles. Instead of calling yourself an expert, publish an insight that proves it. Instead of “visionary,” share a unique market perspective or prediction that no one else is saying.

• Mirror Buyer Language, Not Internal Jargon. Pay attention to how your audience talks. Do they say “fast onboarding” or “rapid deployment”? “Scalable” or “done-for-you”? Use their language to build rapport and resonance.

• Lead with Relevance. Start your messaging with the buyer’s problem—not your passion, history, or credentials. Demonstrate you “get it” before asking for trust.

“Your brand isn’t what you say about yourself—it’s what others say when you’re not in the room,” Melanie reminds us. “So give them something worth repeating.”

Actionable Insights:

• Audit your website and pitch deck. Eliminate first-person praise and empty adjectives. Focus on outcomes and client results.

• Replace ‘passion’ with proof. Use metrics, success stories, or testimonials.

• Stop saying you’re an expert. Start showing thought leadership through consistent, original content.

• Save your ‘why’ for internal culture. Use it to inspire your team—not to sell to your prospects.

• Treat trust like a verb. Show up consistently, communicate clearly, and deliver on promises.

This shift—from self-focused to service-oriented messaging—might feel subtle, but it’s profound. It builds a brand people want to buy from, not just listen to. Because at the end of the day, the best marketing isn’t about you.

It’s about making the buyer feel seen—and certain.