10 Questions with Kelly Lundberg Personal Branding Strategist, Keynote Speaker and Author

From Styling Star to Global Branding Powerhouse: Meet Kelly Lundberg

Kelly Lundberg’s career is a masterclass in reinvention, resilience, and relentless ambition. From her early days as an air stewardess to founding the Middle East’s leading personal styling business, StyleMeDivine, and now as an award-winning personal brand strategist, speaker, and author, Kelly Lundberg’s journey proves that with the right strategy and mindset, anything is possible.

In this 10 Questions with interview, Kelly Lundberg shares her pivotal career moments, the lessons she learned from selling a successful business, and her expert insights on building a magnetic personal brand.

1. What was the turning point that led you to pivot into personal branding? 

It’s always much easier to answer this looking back and see how easily the stars align, but at the time, it didn’t feel like everything flowed effortlessly. Styling is such a huge part of personal branding, but as I grew my own brand alongside my business, more of my clients started asking about things like public speaking and how to get media coverage. 

Then one client asked if I could help her with her TEDx talk, something I had done a few years earlier and from there, we started shaping what we now know as her personal brand. She’s still a client today! I knew I didn’t want to style forever, and now style is just one of the pillars I cover when I talk about personal branding and perception.

2. What were the biggest lessons you learned from growing and exiting a successful business?  

Anything is possible. A lot of people say you can’t sell a service-based business – but I’m proof that you can. What you’re selling isn’t just the service itself, but the system, the process, the collateral, the database, and the experience, not just someone doing it themselves, taking longer and making mistakes. It taught me that when you build something with structure, brand value, and results, it absolutely can become a sellable asset.

3. What are the top three mistakes people make when building their personal brand?  

Apart from realising they don’t have one (but we all do!), the biggest mistake is not working on it with intention. Opportunities don’t always come knocking on our door, but by making yourself more visible, the opportunities can be endless. I see this time and time again in my clients’ journeys.

While it’s never too late to start building your brand, you’ll definitely wish you had started sooner. You’ve worked with some of the world’s most iconic brands, including Chanel and Louis Vuitton. 

4. What are the key elements that luxury brands get right about personal branding?  

A few key elements stand out, starting with the attention to detail, for me it’s where and when a brand ‘Deseeds The Lemon’. Luxury brands often excel at offering those extra touches, whether it’s personalised service, beautifully crafted packaging, or creating a sensory experience.

Think of the distinct scent when you walk into a Chanel store or the handwritten note from a sales assistant after a purchase. These small but meaningful gestures make customers feel special and valued.

I also think luxury brands do an incredible job of creating a sense of exclusivity. They make their customers feel like they’re part of something unique, something they truly want to be a part of.

You can apply this principle to your personal brand by offering exclusive content, VIP consultations, or behind-the-scenes access. This sense of being “in the know” can significantly increase your value in the eyes of your audience, making them feel connected to something special.

5. How do you coach people to step into the spotlight and present themselves with authenticity and authority? 

I wish there was a magic pill to help clients with this, but they would miss all the growth and learning that comes with it. It’s baby steps. Whether that’s putting yourself out there online, first asking yourself how you’re going to do it with intention and add value.

When you focus on adding value rather than making it all about you, you come from a different energy. The ability to recognise that each time gets better, and you can’t compare yourself to someone’s chapter 10 when you’re still on chapter 1.

6. You’re known for your strong morning routine and being a member of the ‘5 am club.’ How has this practice impacted your success, and what advice do you have for people looking to implement a high-performance routine?

Oh wow, this took time. I’ve looked back at previous desire statements and how my goal was to consistently be part of the 5 am club. The consistency finally happened and clicked for me during the pandemic, when I realised the real secret to early mornings is what you do the night before. You can’t commit to early mornings without having a solid evening routine. Also, getting up at the same time every day makes a huge difference.

If one day it’s one time, and another day it’s later, it just doesn’t work. It eventually becomes a habit and your way of life. I have so much energy now, and by 7am, I’ve already got my 10K steps in, done a gym session, and I have so much to give to my clients, myself and my family.

7. Can you share how you use manifestation techniques in business and everyday life?  

It all comes back to setting an intention, and I write a desire statement every six months as part of this process. I imagine six months from now and write about my life as if it has already happened. Then, I let it happen. The “let it happen” part is where I take small actions toward those goals and remain open to opportunities and not get too attached,  I set major goals for both business and personal aspects – whether that’s fitness or relationship goals and appreciate they might not all happen in the time frame I set but if I still want it, it will happen I never doubt. 

I also connect with my goals every morning. I read through them on my way to the gym and get clear on my “why.” Understanding why I want to achieve something helps me take actionable steps toward it. When you have clarity on the bigger picture, it becomes easier to tackle the small steps that will ultimately lead you to your desired outcome.

8. What advice would you give to someone who wants to pivot in their career but feels stuck or unsure about their next move?  

Reinvention isn’t just a choice, I really believe it’s a necessity. If you don’t evolve, you run the risk of becoming outdated. Yes, stepping out of your comfort zone is uncomfortable… but that’s exactly where new opportunities live.

When I left my corporate career, I told myself, “I can always go back if I want to.” That gave me the freedom to explore. Now, over 20 years later, I’ve never looked back. The truth is, the door is always there, but once you step into something that lights you up, you realise you were never meant to stay where you were.

My advice? Start before you’re ready because “ready” never really comes. Don’t be wedded to the first plan. It’s okay to shift as you grow. Reinvention isn’t about having all the answers, it’s about being bold enough to ask new questions about what’s possible for you. There is so much waiting for you on the other side of stuck.

9. What are your top tips for people who want to speak with confidence and make an impact on stage or in the media? 

I believe visibility is your responsibility. When you take full ownership of that, opportunities will come knocking. If you’re aiming to get media exposure, make a journalist’s life easy – ensure your expertise is clear and easy to find. That’s why having a strong personal brand and a dedicated website boosts your credibility and visibility.

Don’t be afraid to start small – one podcast appearance often leads to others. My own TEDx opportunity came about because a friend knew my goals and recommended me. People can’t open doors for you if they don’t know what you’re looking for.

Constant self-learning is key. Before my TEDx talk, I read books like Talk Like TED and practiced regularly with Toastmasters. I’ve always believed: if you don’t ask, you don’t get. In fact, my opportunity to speak on the Nahjahi stage in 2022 (in front of 600+ entrepreneurs) came simply because I asked who else was speaking – they told me they were still filling the lineup, and the rest is history. So: be visible, be vocal about your goals, and always be learning.

10. What’s your approach to building an engaged audience, and what are the biggest mistakes people make on social media platforms?  

Social media is like a shop window for your personal brand, it’s often the first place people “browse” you. But with so many platforms out there, I always recommend choosing one primary and one secondary platform to focus your energy.

For me, Instagram is my primary (I’ve been on it the longest), but LinkedIn is a close second. For clients who don’t have the capacity to manage multiple platforms, I often suggest starting with LinkedIn. It’s brilliant for brand building, thought leadership, and real visibility in professional circles.

Once you’ve established your content pillars, post with intention. Show up consistently, not just for the algorithm but for your audience. And track your results, so many people don’t do this,  what gets measured gets managed. It’s not just about likes or views; it’s about building trust and creating conversations.

Biggest mistake I see? Posting without purpose. If there’s no strategy behind your content, it’s just noise. Show people who you are, what you stand for, and how you can help.

Many of Kelly Lundberg’s official clients have gone on to scale their businesses to six figures and beyond. We asked her what key strategies that have helped them achieve this growth? 

Apart from the fact that the ones who achieve the best results are super action-oriented, what helps is following the Brand YOU formula. It gives them a clear structure, keeps them focused, and ensures they get the foundations of their personal brand right, because without a strong foundation, scaling becomes guesswork.

The clients who have gone on to build six-figure businesses and beyond are the ones who show up consistently, share their story with confidence, and position themselves as the go-to expert in their space.

They get clear on what they stand for, who they’re speaking to and how to communicate their value – online and offline. From there, it’s about building visibility, establishing credibility, and then using that influence to create new income streams – whether that’s launching offers, securing speaking gigs, or landing partnerships.

I’m always evolving! I used to say after publishing Deseed the Lemon that I’d never write another book… but never say never – I’ve definitely got a few ideas bubbling away. Right now, I’m focused on growing the Brand YOU Accelerator program, with even more support around LinkedIn strategy. 

One of the most exciting projects in the pipeline is my first-ever retreat happening in June, a unique experience in luxury surroundings that blends confidence, clarity, and personal branding in one transformational weekend.

Looking ahead to 2025, I’m leaning into more speaking opportunities, growing the podcast, and later this year, we’re planning to train others to become certified personal brand consultants, something I’m incredibly passionate about. It’s shaping up to be a big year, and I’m just getting started so watch this space!

For more on Kelly Lundberg, head over to the official website here or follow her on @kellylundberg.official