This talk explores the link between efforts to promote our industry, agency, or individual personnel and the psychological well-being of our team members. Are we unintentionally contributing to career ending thoughts or suicidal tragedy? Do our T-shirts, window stickers, license plates, ball caps, and social media profiles unintentionally damage our psyche? Do we allow our personal brand to be corrupted by political messaging related to our career? This talk critically examines the impact of cognitive dissonance among fire and EMS personnel; and how it may be a significant contributor to the current mental health crisis. This CE activity is accredited by the Commission on Accreditation for Pre-Hospital Continuing Education (CAPCE) for 1 Culture of Safety CEH.