Awareness is usually the top issue facing companies in improving their sales. Awareness of:
1. The brand itself.
2. It’s unique properties/differentiation in the marketplace
Brands need to work to continually educate the market on these two. And this will help drive sales. If a company has awareness, and the market knows of its points of difference, and sales are declining. It could be other problems, such as supply constraints, the overall market could be shrinking (or other macro factors), or even discounting from competitors.
Byron Sharp’s book on How Brands Grow is a great resource for marketers wanting to upskill in this area.