At some point in their career, many leaders decide they need to brush off their current image and find a new or stronger direction. It is really about reinventing a personal brand, in order to advance in a way that better reflects passions and values. — By Dave Desouza

Henry Wadsworth Longfellow once said, “We judge ourselves by what we feel capable of doing, while others judge us by what we have already done.” People in leadership positions have built themselves a brand over the years by demonstrating competence, knowledge and expertise that enabled career growth.

Along the way, they also developed a reputation that can often have the unintended cons....