I'm a hekau. I like calling myself a hekau because I do heka. I like calling it heka because it is a term which specifically represents the magical-spiritual-religious things which are interconnected in my path as a Kemetic.
I'd be offended if someone who is an atheist started running around calling themself a hekau, because you can't be a hekau unless you practice heka. (It's the nature of the term.) If you practice "heka" without belief in the Netjeru (ancient Egyptian deities) as real, integral parts of the universe, you are essentially taking a dump on me and the culture which I attempt to recreate for myself.
What "a label isn't you" doesn't mean that the label isn't important; what it means is that the label is not who you are, it only attempts to describe what you are in the most commonly understood terms. I may call myself a hekau, but it isn't me .
When you let a label (even Alex) become/define who you are, you loose/lock yourself in it.
| 
