I’ve seen this advice given quite a bit recently, normally in the context of career…in other words your, professional brand.
The problem with this advice is that it implies that your professional brand is somehow separate from you. Why would you want to portray a version of yourself in the world of work that is different to your authentic self? That sounds like a recipe for an unhappy work life.
By all means , be deliberate about yourself…who you are, what you value, how you spend your time, but don’t construct different versions of yourself…show up with all you are, just as you are. If that doesn’t work for the job or an individual, then that’s not for you.