Reinventing Your Brand Mid-Career

Here are six key steps to re-inventing your brand mid-career:

1. Understand the Current Perception

Before you can change your brand, it’s essential to understand how you’re currently perceived. This requires honest self-assessment and, if possible, feedback from trusted colleagues or mentors.

A colleague of mine, James, was known as the "nice guy" in his team. He was always willing to help, but he felt that he wasn’t being taken seriously when it came to strategic discussions. After a candid conversation with his manager, he realised that while his kindness was appreciated, it was also perceived as a lack of assertiveness. This feedback was the catalyst James needed to start his brand transformation.

Action Step: Seek Feedback

Have one-on-one conversations with colleagues or mentors to understand how they perceive you. Frame the discussion around your desire to grow and ask for honest, constructive insights.

2. Develop a New Value Proposition

Once you understand how you’re currently viewed, define the new image you want to project. This isn’t just about how you want to be seen but also about what unique value you bring to the table.

Susan, a mid-career project manager, was seen as a "doer" rather than a "thinker." She wanted to change this perception and be recognised for her strategic thinking. Susan started by identifying the unique insights she could offer. She realised that her deep knowledge of project execution gave her a unique perspective on how strategic decisions played out in practice. Her new value proposition became: “Turning strategy into reality.”

Action Step: Articulate Your New Brand

Define the key traits and values that will shape your new professional identity. Make sure these are authentic to who you are and aligned with the needs of your organisation.

3. Showcase Your Expertise Through Thought Leadership

Changing how you’re perceived requires more than just telling people you’ve changed—you need to show it through your actions and contributions. One of the most effective ways to do this is by demonstrating thought leadership in your area of expertise.

When Sarah wanted to shift from being seen as a reliable worker to a creative problem-solver, she started by volunteering to lead a brainstorming session on a challenging project. Her approach was to bring in fresh perspectives and encourage out-of-the-box thinking. The session was a success, and Sarah began to be seen as someone who could spark innovation within the team.

Action Step: Contribute to Discussions

Speak up in meetings with well-thought-out ideas. Don’t just agree with others; offer new perspectives.

Action Step: Publish Content

Write articles or blogs, contribute to internal newsletters, or share insights on LinkedIn about trends and challenges in your industry.

Action Step: Lead Initiatives

Take the lead on projects that align with the brand you want to build. This might mean stepping out of your comfort zone, but it’s essential for your growth.

4. Reframe Your Successes

Your past achievements might not fully reflect the brand you want to build, but with some reframing, you can highlight different aspects of your experience that align with your new image.

Michael, a finance professional, was known for his meticulous attention to detail but wanted to be seen as a strategic leader. He started reframing his past successes, emphasising how his detailed financial analyses had informed key strategic decisions. In presentations and discussions, Michael began to tell stories of how his work had driven the company's broader strategy, shifting the focus from the numbers to the impact those numbers had on business outcomes.

Action Step: Tell New Stories

When discussing your past work, focus on the aspects that align with your desired brand. For instance, if you want to be seen as dynamic, talk about times when you led change or innovation.

5. Seek Out High-Visibility Opportunities

To solidify your new brand, you need to be seen. Seek out opportunities that will allow you to showcase your new strengths to a broader audience.

Linda, who was previously seen as a back-office operator, sought to be recognised as a key player in client relations. She volunteered to present at a major client meeting, showcasing her understanding of client needs and her ability to align them with the company’s services. This high-visibility opportunity allowed Linda to redefine her role and be seen as a strategic partner rather than just a support function.

Action Step: Take on Stretch Assignments

Volunteer for projects that put you in the spotlight, especially those that align with your new brand.

Action Step: Network with Influencers

Build relationships with key stakeholders in the organisation who can advocate for you and amplify your brand.

6. Consistency is Key

Rebranding doesn’t happen overnight. It requires consistent effort and alignment between your actions and your desired brand.

Raj, an IT specialist, wanted to transition from being seen as a technical expert to a strategic leader. He realised that consistency was crucial. Raj consistently aligned his contributions with his new brand, ensuring that every interaction, every report, and every meeting reinforced his strategic mindset. Over time, his colleagues began to see him not just as a tech expert but as a leader who understood the broader business context.

Action Step: Be Patient

Understand that changing perceptions takes time. Keep reinforcing your new brand through every action and interaction.

Action Step: Maintain Integrity

Ensure that your new brand is authentic and aligns with your core values. Authenticity builds trust, which is essential for a successful brand transformation.

In Summary

Reinventing your brand as a mid-career professional is a powerful way to redefine your role within your organisation and open up new opportunities for growth. By understanding your current perception, developing a new value proposition, showcasing your expertise, reframing your successes, seeking high-visibility opportunities, and maintaining consistency, you can transform how you’re viewed and ensure that your brand aligns with your career aspirations. Remember, it’s never too late to become the professional you want to be — start today, and let your actions speak for themselves.