Most leaders we meet are known already, but for the last thing they did, or to a smaller circle than their work deserves, or in terms somebody else chose. That only becomes a problem when the invitations start arriving, or a transition is coming, and what is said about you has to be accurate.
We work out what you want to be known for, test it against what people who already know your work say about it, and put it into language you can use. The first story that changes is the one you tell yourself.