What you're mentioning here can be found in NLP (Neurolinguistic Programming i.e. the science of running your brain through language)
NLP maintains that the words we use determine our reality (Benjamin Whorf and a bloke named Edward Sapir postulated this also).
Someone can spit out that they are a "teacher" or they can call themselves "a nurturer of the human spirit".
Nike created an empire with a tick and the catch-phrase "Just Do It", which has inspired people the world over.
Sometimes, it's not just the word. Why, "I've got to get to work" can be said with a sense of ominous dread, and in can also be said in a cheerful get-down-to-it tone.
Words are important, and tone is also important.
The fact is we respond to our reality in either a positive or negative way, and our reality is created and formed by the words we use.