“This is me. These are my values. This is my personality” → Me, Me, Me. It’s focused on you and not on the ones you serve. How are you to be of service and help, if you’re the most important person in the room?
“You’re the product” → If you’re a product… then you have no conscience. No morals. No ethics. Because a thing can’t have those. A person does. 🙂
“You build a brand” → Not. Your customers build a brand for the business to thrive.