How Personal Branding Can Boost Your Professional Prospects

Personal branding, much like product branding, is here to stay in the professional world. Your personal brand can help your career prospects, generate new business, and help others to recognize your value--not to mention, boost your confidence. It is, in short, the culmination of how you present yourself and your work and build relationships with your broader network both online and offline.  

We speak to Dubai-based entrepreneur and personal brand strategist Kelly Lundberg about the key elements of a personal brand, and why it is integral to success in today’s professional landscape.  

Lundberg, who recently self-published a book on personal branding, Deseed the Lemon, landed in Dubai from Scotland when she was just 22, where she launched a personal shopping and styling business. The longer she stayed in the industry, the more she saw that public image went beyond what people wore, inspiring her to launch her personal branding business, Brand You Creators, in 2019.  

“Personal branding allows you to showcase unique skills, experiences, and values, making them more relatable and memorable. It helps professionals build a reputation, gain visibility, and establish credibility in their field. Personal branding is not just about self-promotion; it's about creating a lasting impression that opens doors to new opportunities and growth,” says Lundberg. 

“The most common transformation we see (and one I personally love) is an increase in clarity and confidence. When clients truly understand who they are and how they show up, it has a ripple effect on everything they do, enhancing their professional and personal lives,” she adds.  

Below is an edited transcript of our interview. 

Kelly Lundberg

IA: When did it become so important for professionals to have a personal brand? 

KL: In today's competitive market, personal branding has become essential for professionals, whether they own their business or aim to climb the career ladder. What helped you reach one stage of your career often isn't enough to propel you to the next. This is where personal branding comes into play. 

The concept of personal branding has been around since the 1990s, but its significance has dramatically increased in the past five years. This shift is largely due to a growing emphasis on humanizing businesses and large-scale companies. It’s the people behind the scenes who create authentic connections and add a personal touch that distinguishes a brand. 

With the rise of AI and automated services, the need for personal connection is becoming even more pronounced. While technology can handle many tasks efficiently, it lacks the human element that builds trust and loyalty. Your personal brand is a trust accelerator.  

IA: What are the key elements of a personal brand? 

KL: In my book Deseed The Lemon, I break down personal branding into seven key slices: Strategy, which involves clearly defining your identity, including your values, mission, and vision, effectively articulating who you are, and setting clear objectives for your brand; Style, which includes developing a consistent visual identity, ensuring your voice and tone reflect your brand’s personality, and paying attention to non-verbal communication; Social Media, which involves choosing the right platforms to position yourself as a thought leader and sharing valuable content consistently; Stationery, which covers having a well-designed resume/CV, creating a personal branded website, and developing a professional logo; Speaking, which involves mastering storytelling and taking opportunities for public speaking to build credibility; Spotlight, which includes seeking media opportunities to increase visibility and establish authority; and Standout, which is about identifying what sets you apart from your peers or competition, whether it's a unique skill, perspective, or approach that makes you memorable. 

IA: What do professionals lose out on if they don’t build a personal brand? 

KL: To succeed in today's market, it's not enough to be good at what you do; you need to be known for it.  

If you don’t invest the energy to actively work on your personal brand, you can miss out on numerous opportunities, be overlooked by your peers, and remain unseen. It could be you may not be considered for key projects, promotions, or collaboration or your career progression may stall as others with a more well-defined personal brand move ahead. 

IA: How can professionals build their offline brand? 

KL: Your personal brand is reflected in how you show up every day, engage with people, and make them feel. It’s not just for those in business; everyone has a personal brand based on their interactions and the impressions they leave on others. Building your offline brand includes networking, attending industry events, or joining professional organizations. A great strategy that many of our clients have used is to volunteer to speak at events or workshops which in turn positions you as a thought leader in your field.  

After spending more than 20 years in the fashion industry, I would say creating a strong visual identity helps reinforce your personal brand. Your attire should reflect your brand and the image you want to project. 

IA: What advice would you give to professionals looking to build their personal brand? 

KL: It’s never too early to start and you will always wish you had started sooner, because it’s not an overnight success, it’s the sum of lots of small details done consistently.