Check out this tweet from Steve Levy, a professional recruiter who shoots from the hip:
What does it mean to be a transformational leader?
What does it mean to be anything? Have attention to detail, be customer-service oriented, be a rainmaker, be ____ or ______ or _______?
THEY MEAN NOTHING!
When you see a resume (or email signature, or hear a 30 second pitch or any of these branding tools) that is filled with cliche, what are they saying?
They are saying nothing!
I know it means a lot to you, because after all, you are the best problem solver in the world (or whatever cliche message you have), but the problem is, it doesn’t matter what it means to you. It matters what it means to others (NOTHING).
You have to say things in plain, simple English, and communicate your real value, or you will be saying nothing more than dribble.
And that’s not good branding.