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The owner of one of my favourite cafes recently started using Twitter and Facebook. However, when you interact with her business online, you get very little sense of the woman behind it. Her online footprint is polite but, frankly, it lacks personality. In reality, she is a larger than life character who epitomises her brand. She lives and breathes her cafe — and is well known (in real life) for her food, unique decor and events.

She told me: "I just don't want to be in the spotlight. I want people to interact with my business, not with me. I don't want to be the centre of attention."

Fair enough. However, in a world where consumers are bombarded with marketing and advertising messages, some experts believe we are living in an age where personal branding is vital for success. And that means NOT shying away from the spotlight.