This week I was invited to a "Bloggers Breakfast" with an international thought leader in the marketing world. I went not really realising it was branded as a Bloggers Breakfast.

There's a photo of me out there in the Twitterverse hiding behind the real bloggers at this breakfast in Sydney. I've felt a bit awkward about it ever since because, even though I have a blog I'm a lazy blogger. Doing it whenever I have a chance instead of really committing to it like the other people I was lucky to share breakfast with.

Side note: The breakfast was with David Meerman-Scott who is out here doing a social media Masterclass. If you only read one or 2 business books a year read one of his - "The New Rules of Marketing & PR" or "World Wide Rave".

On to my point. I was feeling guilty about my blogging apathy. Less than once a month = blogger fail. True bloggers at at it weekly (sometimes daily e.g Seth Godin).

I've been shy about being branded a blogger because I don't do it as well as the ones who really deserve the title.

It got me thinking, being shy is a real handicap when it comes to small business. It's not part of our culture in Australia to boast, but those who put themselves out there are the winners.

1. Because being bold gets you noticed

and;

2. Because once you put yourself out there you have to deliver.

When you start a small business you are putting everything on the line. Often your life savings, sometimes your house and definetly the idea of a a regular, consistent income stream in the short term.

Ignoring brand building (because you think you can't afford to advertise) or because you're uncomfortable about making a noise about your name is really kind of dumb. Low brand awareness means you're always going to be paying top dollar to get noticed.

Here's a proven equation. High brand awareness = low cost of customer acquisition.

Example: This week I stayed at Q1 on the Gold Coast. The tallest, slickest apartment tower in one of the most amazing locations in the world. At the entrance to the building (prime location) is an "under construction" retail space.

There's a big dark ugly space exposed to all who walk past it (2 months from peak season) looking desolate, empty and far from "opening soon" as the small sign suggests on the vast window. This space would be in one of the most highly trafficked spots on the Gold Coast.

Small business + shy = branding fail.

Here's a prime opportunity for this Japanese eatery to boast about the brand and the exciting experience awaiting potential customers. Maybe there's a slim chance the owners of this fabulous opportunity might read about this blog post.

If so, I implore them to cover up the ugly construction works with window signage creating some excitement about what's going on inside. Your window signage should be SHOUTING IN A MAJOR WAY about what people can expect when it opens (a web address would be a good idea too).

Most small businesses can't afford to do the sort of marketing that has traditionally been viewed as brand building (Print, TV, Outdoor advertising).

It doesn't get any better than this when it comes to cheap outdoor advertising (a tried and tested winner in brand building). The web site address just increases the opportunity to engage with those interested in the potential tasty dining experience to come.

Given the space and location I'm certain that they are spending a motza on the fit out and some great, good looking staff to deliver the experience. They've totally overlooked creating some excitement around their brand. Maybe because they're worried about not opening on time.

If you put yourself out there you've no choice but to deliver.

So I'm going to try and live up to my tag as a blogger. No choice now it's out there, so I may as well treat it as an opportunity to lift my game.

Ask yourself, are you being shy about your brand? Are you too scared to enter that business or industry award? Are you putting off making some noise because then you'll have to deliver?

Going into business for yourself is a white-knuckle ride sometimes. You're taking some huge risks. So be as courageous with your brand as you are with your business. Jump into the branding opportunity boots and all. It will keep you honest to your customers and your people.

Watch this space, I'm counting on you to keep me honest too.

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