In an era where personal and professional lives increasingly intertwine online, personal branding has become more crucial than ever. Kelly Lundberg, acclaimed author and personal branding expert, shared her insights on the latest episode of AB Majlis.
Lundberg’s message was clear: in the world of personal branding, consistency trumps all.
“It is the one thing that people fall down on,” Lundberg said, discussing the most impactful daily habit for personal branding.
“They get so into it, like in anything… but consistency is the one thing that lets people down.”
Lundberg, whose recent book Deseeding the Lemon breaks down personal branding into seven key areas, or “slices,” argues that visibility is often mistaken for success in the digital realm.
“People automatically assume you are doing well if you’re more visible,” she noted. This perception, according to Lundberg, is something individuals can leverage to their advantage.
However, she cautioned against conflating personal branding with mere self-promotion.
“The mistake that people make when it comes to personal brand is they think it’s all about me, where in actual fact, it’s the opposite,” she explained. Instead, she advocates for leading with value: “What can you deliver that’s of value to help someone else?”
The expert traced the concept of personal branding back to the 1990s but noted its recent acceleration. “What has fast-tracked it more so in the past five years has been Covid,” Lundberg observed. The pandemic-induced isolation pushed everything online, expanding competition from local to global scales.
Lundberg’s seven-slice framework covers various aspects of personal branding, from strategy and style to social media and speaking opportunities. She highlighted the importance of distinguishing between business and personal brands, even for employees. “Your personal brand is how you show up every day. You’re the ambassador of the business,” she stated.
Addressing concerns of introverts who might shy away from personal branding, she offered alternative approaches. “If you’re maybe more shy and more reserved, there’s a different way that you communicate,” she suggested, recommending platforms like LinkedIn for those who prefer writing to video content.
One of the most challenging aspects of personal branding, according to Lundberg, is public speaking. However, she noted that digital platforms have made it easier to gain experience.
“A decade ago when I was working with a speaking coach to enhance my public speaking skills, and she’d said to me, you need to make sure you’ve got stage time at least four times a month,” Lundberg recalled. “Whereas now you can turn on live and you could do it every day.”
Lundberg also touched on the importance of authenticity in personal branding, particularly in the Middle East. “People really find it quite challenging to not use filters,” she said. She encourages embracing vulnerability, sharing her own experience of posting unfiltered content on social media. “As soon as you get over it, it’s so liberating,” she said.
Looking to the future, Lundberg speculated on potential developments in personal branding. She mentioned the possibility of incorporating technology to enhance authenticity, suggesting that virtual reality could play a role in personal branding strategies. She also predicted the emergence of “audio logos” as part of personal brand recognition.
Throughout the discussion, Lundberg emphasised the long-term nature of personal branding and the modern-day “obsession” with instant gratification.
“One viral reel is not going to make you famous. One viral reel is not going to make you the next CEO,” she said.
Instead, Lundberg advocates for a patient, consistent approach to personal branding. “Look at your personal brand [like] that long-term savings account. That compound interest comes from the consistency that you put in,” she advised.
Her parting wisdom drew on a Chinese proverb: “The best time to plant an oak tree was 20 years ago and the second best time is now.”
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