In business, you need to promote yourself to be successful. Whatever your specific industry, positioning yourself as a thought leader in that industry earns you clients and customers. People will only know about your brand if they hear about it — either from you or others.
But there is a fine line between self-promotion and bragging. When it comes to social interaction, bragging is one of the most common turn-offs. As Inc. magazine columnist John Discala puts it, bragging is “usually irritating instead of inspiring.”
Even beyond business, people have no tolerance for bragging. If you meet someone for the first time and they brag about themselves, is that a positive first impression? Of course not. If you’re dating someone, do you enjoy just hearing about them all the time? Definitely not.
A braggadocious personality reveals cockiness and, most likely, deeper insecurities. This also applies to marketing: When brands get into the business of bragging, they can easily turn off consumers who may otherwise be interested in their products and services.
According to a Morning Consult poll, more than 40% of U.S. consumers believe that brands are trying too hard to appear as if they care about anything beyond sales. More than half, 53%, claim companies should “stick to what they do [without bragging about] doing the right thing.”
Bragging is especially noticeable when it’s impersonal and tone deaf. For example, I often encounter PR “experts” who hire virtual assistants to email...
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