Excellent advice in this HBR blog post from a couple weeks ago: define your career narrative before someone else does, and then get the word out. Your "career narrative" is the professional version of "what do you want to do when you grow up?" Although the post is titled "Younger Workers need a Career Narrative", the advice applies to everyone.
The main points:
1. Keep is short and memorable.
2. Link your successes to your career needs and desired assignments.
3. Be genuine, don't regurgitate corporate-speak.
4. Share your narrative whenever relevant - seek out informal settings to share it.
5. Don't set it in stone - adjust the narrative as your goals and circumstances change.