In the modern era, you can’t just manage your own business. You have to become a brand. And, y’all, that’s freaking draining! You don’t get to shut it down and go home after your 9 to 5. You have to be “on” every time you answer an email, post to social media or respond to a comment. And when “on” means adopting a tone — a personality — that isn’t yours, it’s ten times as hard.