I don’t think a label needs to become a “brand”. I am curious about the emotional response you have to your patterns in behavior receiving an identification, analysis, and a label. I believe that only when we feel shame do we fear or reject the fact that someone aims to point out a pattern in our behavior. The visibility is painful to the ego… Having said this, I think all labels and words, are approximations. I think it can be helpful to begin to look at patterns and label them, with the thought in mind that the purpose of doing this is to help everyone become more accountable and aware. It isn’t just for stewing in shame and ego. Anyways, this is how I use and associate with language and labels.