Article | March 2, 2017

Proof Of A Concept: Building Brand Awareness

Source: RSPA
Consistent Brand Experience

By Brianna Moriarty, Marketing Communications Associate

Marketing is truly the heart and soul of converting sales. With every marketing effort, you are working to sell a product or service and build a level of brand awareness for your company. Brand awareness is quickly defined as the extent to which consumers are familiar with the distinctive qualities or image of particular brand of goods or services.1 Creating brand awareness, especially within the point of sale industry, requires following a certain set of steps.

First and foremost, you must decide how you want your brand to be associated with your products. When a company sells multiple products or offers multiple services, often times they must focus in on one important good or service (likely the one which generates the most profit), and associate their brand with that. For example, when you think of Coca-Cola, most people think of the soft beverage that everyone refers to as “Coke.” People often forget that Coca-Cola generates an entire line of beverages including Sprite, Fanta, Dasani, and many more. Coca-Cola, recognizing that Coke is the product that is most associated with their brand, uses this product as the base of their marketing efforts to build brand awareness.