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"Bob Tallent gave me the confidence to run my own business"

10 Easy steps to establishing your Brand

brandingWhen you take marketing classes in college your lecturer will talk a lot about BRANDING.

They will tell you..."You have to have a brand."

"You need to brand yourself."

"Branding is your key to success."

BUT, what they don't tell you is how much it will cost to actually create a recognisable brand.

 The Problem with Small Business Branding

For small businesses, traditional branding is simply too expensive.

Experts say that it takes repeated exposure to your brand over a long period of time for someone to actually remember it.

What small business has the money to pay for that type of advertising?

Very few.

So traditional branding is out of the question for most small businesses.


That does NOT mean that you can't brand your small business.


I'd like to introduce you to a concept that I call "microbranding."

Microbranding is the art and science of branding your business to a specific group of targeted people so that you are always on the top of their mind.

For instance, let's say that you sell photocopiers.

You've determined that solicitors are your best target market.

So you do some research and find the top 250 solicitors offices in Dublin where you live.

You do some more research and you find the names of the decision makers for those 250 solicitors offices.

NOW you have a group of people to which you can microbrand yourself and your product.

So you devise a multi-step marketing program to reach out and get in front of those 250 decision makers.

And you also devise a plan to stay in touch AFTER you reach out to those 250 people in case they change their mind and want to do business with you.


Any small business can microbrand themselves.

A Sample Microbranding Marketing Plan

Okay, so here's a sample of what I'm talking about.

Again, let's take the solicitors office example.

Here's what I would do if I were in their position.

Step 1

Create a "value proposition" by putting a euro value amount on the savings that your copier can achieve for a solicitors office.

Step 2

Create a 2 page special report about your value proposition and call it, "Why You're Losing 23 Cents Right Now for Every Copy You Produce In Your solicitors Office (and How to Fix that Problem Immediately)."

Step 3

I would also create a few letters, cards, online videos and collect any newspaper clippings, magazine articles and positive news stories I could find about my copier.

Step 4

My next step would be to create an irresistible offer for a "paper cost reduction audit."

NOTE: Now that I have my entire value proposition, marketing materials, and my irresistible offer in place, it's time to start reaching out to the 250 decision makers.

Step 5

I would start calling the decision makers, one by one, introduce myself and ask them if I could send them a special report.

Step 6

For those that I simply could not get a hold of, I would email them to ask if I can send them my special report.

Step 7

I would next send them cards and letters offering my special report.

Basically, I would do everything I could to get the special report in their hands as a first step.

Step 8

Once they got the special report I would start following up with them religiously by phone, email, and direct mail asking for an appointment and to do a "paper cost reduction audit."

Step 9

After I have talked to them, sent them the report, followed up with them, I would then put them on a monthly "testimonial card" campaign.

A testimonial card is a greeting card with the photo of a loyal customer and a paragraph about how they are benefiting from your product or service in their own words.

The card also gives your irresistible offer. (Always give your irresistible

offer. Always!)

Step 10

Continue to follow up with that person via email, phone and cards.

You never know when they will have a change of heart or circumstances change in which they'll need your service.

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