By Kelly Lundberg, Personal Brand Strategist, Speaker and Author.
It took a phone call from a luxury brand just a few years into my fashion styling business for my big “aha” moment to hit. It was the moment I truly understood that my personal brand was separate from my business and that it could become an additional revenue stream.
When most people start a business, it’s driven by passion, a gap they’ve spotted in the market, or a problem they want to solve. Many prefer their business to speak for itself, rather than making it about them. But in today’s landscape, that approach is limiting.
After 20 years in business, I’ve seen firsthand how having a strong personal brand that complements your business not only increases ROI but also opens up new revenue streams.
The luxury brand was Harvey Nichols. They wanted me to host an event and asked for my promotional materials; my bio, logo and all the essentials a business owner would typically have. I sent them over, only to find out they couldn’t use them. Why? Because they worked with individuals, not businesses. They needed my personal brand, not just my company brand.
That’s when it clicked: personal brands build trust. It’s you – your name, your story – that gets interviewed on the radio or featured in the press, not just your business. People buy from people, not companies, and this realisation became a game-changer for my business growth.
This understanding led to my first additional revenue stream: public speaking. Not everyone is comfortable with it, but if you can master it, speaking can be incredibly lucrative, not just as a paid opportunity but also as a way to attract clients to your business.
A second revenue stream that stems from a strong personal brand is brand sponsorships. With the rise of LinkedIn influencers and the power of micro-influencers, even those with fewer than 5,000 followers can attract opportunities. In the beginning, these might come in the form of barter deals, clothing in exchange for social media exposure, for example. For me, this evolved into skincare products (which I love trying) and even travel experiences. Additional revenue doesn’t always have to be in cash, it can be anything that holds value to you.
There are also more subtle ways to monetise your personal brand, such as referral or affiliate programs.
If you naturally recommend businesses or services you love, why not turn those referrals into a revenue stream? This could be through software you frequently suggest to clients or collaborations with other business owners whose services align with your audience’s needs.
The key to driving long-term ROI in your personal brand and ultimately in your business is consistency. Being ‘seen’ regularly, sharing valuable insights, and repurposing content online help establish you as an authority in your field. Your personal brand is always evolving, and building brand equity is essential for long-term success.
I continuously invest in experts, refine my skills, and stay ahead of industry trends to ensure I stand out.
High-quality photography and videography that align with each stage of your brand evolution are crucial. And don’t forget intellectual property, whether through books, courses, or unique methodologies, creating something that can be licensed or sold adds another layer of value to your personal brand.
Whether you’re looking for investment, planning to sell your business, or simply aiming to future-proof your career, having a strong personal brand is no longer just a ‘nice to have’, it’s a necessity.
I believe it’s the people who stand out are the ones who get the opportunities. Your personal brand is your most valuable asset, make sure you’re leveraging it to its full potential.
About the expert
Personal brand guru Kelly Lundberg is a multi-award-winning entrepreneur, TEDx speaker and brand strategist with 20 years’ experience. She has worked with entrepreneurs, CEOs and some of the world’s biggest brands, including Chanel, Louis Vuitton, Bloomingdale’s, Harvey Nichols, HSBC, W Hotel and Lenovo. The bestselling author of personal brand strategy guide Deseed The Lemon, Kelly, 44, hails from Edinburgh, Scotland, and lives in Dubai. For more information, please visit kellylundbergofficial.com
