A client of mine recently celebrated her 15-year work anniversary! Not only was it a huge milestone due to the amount of time she'd spent there, but also because she recognized that she was employee number 18 and the organization now has thousands of employees. Taking a moment to recognize all that she had built there over her time made her feel proud. 

The pride was short lived as she interjected, “If I'm being honest though, I'm feeling a little overlooked for all my contributions. I think I've inadvertently built a brand for myself that I'll say yes to any project and keep my head down without complaint. But unfortunately, I'm in a role now that isn't the best fit. How do I rebrand myself here after all these years as someone who is capable of more leadership and a high level of influence?”

I felt her pain. I “grew up” at an organization, spending 12 years there. I often felt like many senior leaders still saw me as the young, slightly immature phone sales representative I was when I first began.

Changing how people view you isn't an overnight process although we wish it could be. Changing your brand in the workplace takes concerted time, effort and stamina to continually show up in new ways and teaching people to expect new things from you.  

Shifting from high achiever to influential leader doesn't just happen with your change of intention. It also doesn't correlate to the amount of time you've spent in your career. Changing how others perceive you, especially if you've built as career as an expert or doer requires an uncomfortable change in habits, how you advocate for yourself and what yeses and noes you choose to give.

PUT THIS IDEA INTO ACTION

Here are four strategies you can try to shift others' perception of you from a doer, expert or high achiever to a more influential and strategic leader:

1. Stop Over-Relying on Expertise and Start Leading Through Influence

In previous newsletters, I've shared the trap of being “too good” at the job you were hired for. People get stuck as go-to experts, but being seen as indispensable and in the weeds doesn't help you advance.

• Rebrand Tip:

  Start delegating tactical work and investing time in setting direction, shaping strategy, and influencing others. Focus on how you can empower others to succeed, not just on what you personally deliver (even though this feels good!). Redirect your colleagues to seek out your direct reports for answers instead of always coming to you. This positions you as a leader, not just a doer.

2. Visibility Must Match Value

Sometimes people don't advance at work because they are Hidden Gems. They do excellent work and are valuable, however, no one knows about it. Doing excellent work isn't enough if no one sees or understands its strategic impact. While many of us heard the message growing up, “let your hard work speak for itself” it doesn't truly play out that way the results you are hoping for in Corporate America. People are too busy with their own careers.

• Rebrand Tip:

  Stop assuming results speak for themselves. Proactively align and advocate your work results to company goals and talk about impact in strategic terms. Say things like, “This initiative helps us reduce risk in X,” or “This supports the CEO's Q3 priority on customer retention.” This positions you as a leader who is visible and valuable.

3. Advocate for Yourself Like You Do for Others

You've repeatedly shown how you can support, champion, and mentor others, but you rarely apply that same energy to your own advancement. You're too busy celebrating everyone else's accomplishments and overlooking your own. If you won't advocate for what you want in your career, how will your leader know to advocate for you when you aren't there when a promotion decision is being made? Are you leaving them to guess?

• Rebrand Tip:

  Use that advocacy skill for yourself. If you'd write a glowing email for a mentee, write one for yourself when communicating wins or seeking opportunities. If you'd suggest someone take a stretch project, say yes to your own. This signals leadership readiness and courage to grow. No, you aren't being braggy. Remember, organizations literally need your unique talents to grow and thrive.

4. Be Seen as Future-Focused, Not Just Reliable

Many professionals unintentionally brand themselves as “reliable and steady," but not as “innovative, visionary, or future-ready.” As organizations endure immense pressure to grow, adapt or change due to economic or competitive pressures, how are you helping them identify and navigate these challenges? 

• Rebrand Tip:

  Shift your language from past-tense accomplishments to future-focused initiatives. Instead of “I've always done X,” say “I'm currently focused on growing our capability in Y,” or “I'm exploring ways to help our team do Z more efficiently.” This frames you as someone evolving and aligned with what's next.

Try this next: What's one area you'd like to work on shifting in how others perceive you? Which of the four tips above can you try to make a 1% shift towards the leader you are working to become?