Lucy Kellaway’s dictionary of business jargon and corporate nonsense
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Optics of your personal brand

Translation into plain English How you come across

Perpetrator Reach Personal Branding

Usage example "Managing the optics of your personal brand image: ... whether in public or private, managing the optics of your brand image means being constantly aware and thinking that your brand is always on stage."

Lucy’s commentary A guffspotter going by the name of Astra reports an equally egregious example: their HR department emailed to say "be cognizant of the optics of your personal brand" when inviting them to an offsite event where business dress was not required but some decorum was still expected. Words fail me.

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