Determine destination

AlphaRainbow structures the marketing process in 4 logical steps:

  1. Gather insights
  2. Determine destination
  3. Take action
  4. Monitor progress

After you have gained insight in step 1, step 2 is the moment to determine your specific destination.

Why is determining your destination important?

If you do not know where you are going, any road will get you there”. This is a great way of saying that without clear goals your actions will never lead to good results. The more specific your target is, the easier it will be to develop the right activities.

Often targets are vaguely described, for example: “more revenue, market share or profit”. Setting generic goals like these will invariably lead to generic activities. But the opposite is true, too: setting specific goals will lead to specific activities. A specific marketing goal, such as “Improving brand awareness with HR managers of ICT companies who give Linux support with 50-100 employees in London”, will always yield higher results than a generic one, such as “Improving brand awareness with ICT companies in general”.

So what?

Being specific about your target will help you to see clearly what you need to do – and, equally importantly, what not to do – in order to reach it.

AlphaRainbow believes in specific goals that are framed by a company’s values. What things do you always abide by and how is that woven into the company’s DNA? What higher purpose do you pursue and ensures that you set to work happily and energetically? In other words, what is the company’s mission? It is also important to look at the targets for the next 25 years. This is called the BHAG (Big Hairy Audacious Goal). Lastly, is it important to position yourself correctly. What do you want to be, for whom, and why is this distinctive and credible.

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Brand positioning advice