Brand Building Strategy for Long-Term Growth
In today’s crowded market, many businesses focus solely on the immediate returns of direct response marketing—chasing after the small fraction of customers who are ready to buy right now. However, research shows that only about 5% of prospects are in this ready-to-purchase state, leaving a whopping 95% untapped. These 95% of consumers are not actively looking to buy, but they could be won over through strategic, long-term brand building and emotional connection. This is where understanding and effectively communicating your brand voice becomes crucial.
Let’s start with the numbers
According to marketing research, only a small segment of prospects, around 5%, are responsive to direct marketing campaigns, especially in sectors like B2B where sales cycles are lengthy and complex (Marketing Week). The remaining 95% aren’t currently shopping for your product, but they still hold tremendous potential for future purchases. So, what do these 95% care about? Primarily, two things: either the lowest price or the highest emotional value.
Brand strategy plays a pivotal role in engaging the larger 95% by appealing to emotions, rather than focusing purely on short-term conversion tactics like discounts or aggressive calls to action. When your brand speaks to the heart of what your audience values—whether that’s trust, innovation, or relatability—it builds a sense of connection that influences future purchasing decisions. Research supports this idea; brands that nurture an emotional connection with their audience enjoy significantly higher levels of brand loyalty, making them top-of-mind when those prospects eventually decide to buy (Extreme Digital).
The 95-5 Rule
Let’s take the 95-5 rule as an example. It’s a fundamental concept that advises marketers not to focus solely on the small group of buyers who are immediately in-market. Instead, successful brands build a lasting presence in the minds of the broader audience—the 95%—so that when those buyers are ready to purchase, your brand is the first one they remember (Marketing Week). This long-term strategy might seem counterintuitive to marketers chasing instant returns, but it actually lays the groundwork for more sustained success.
Brand Voice
Consider the power of a strong brand voice. Your voice is more than just the tone you use in marketing materials; it’s the underlying personality and values that set you apart from competitors. Whether it’s playful, authoritative, or compassionate, your brand voice must resonate emotionally with your target audience. When prospects feel aligned with your brand on a deeper level, they’re more likely to develop a sense of loyalty, even if they’re not yet ready to buy. This emotional connection gives you a significant advantage when the time comes for them to make a purchase decision.
Why does this matter so much?
As buyers become more selective, they gravitate toward brands they trust and feel a connection with. Studies show that up to 70% of purchasing decisions are driven by emotional factors, not logical ones (97th Floor). That means the effort you invest in building an emotionally resonant brand voice can yield substantial returns, even though those returns may come months or years after initial contact.
Branding is about more than aesthetics or messaging—it’s about creating a feeling that resonates with your customers. The brands that stand out aren’t necessarily the ones that shout the loudest; they’re the ones that connect emotionally. So, if your current strategy is focused solely on quick wins through direct response campaigns, you’re missing out on the larger opportunity to build a brand that’s remembered, trusted, and chosen by that crucial 95% of potential customers.
Understanding your brand voice and leveraging it to foster an emotional connection is a long-term strategy that can significantly enhance how customers feel about your company. By prioritizing this emotional value, you’re not only catering to the immediate 5% of in-market buyers but also positioning your brand as a memorable, trustworthy option for the 95% who aren’t ready to buy yet but will be tomorrow.
By embracing the 95-5 rule and focusing on long-term brand-building strategies, companies can create lasting relationships with their audiences, leading to higher customer loyalty and, ultimately, more conversions over time (Extreme Digital) (Marketing Week).
Let’s start with the numbers
According to marketing research, only a small segment of prospects, around 5%, are responsive to direct marketing campaigns, especially in sectors like B2B where sales cycles are lengthy and complex (Marketing Week). The remaining 95% aren’t currently shopping for your product, but they still hold tremendous potential for future purchases. So, what do these 95% care about? Primarily, two things: either the lowest price or the highest emotional value.
Brand strategy plays a pivotal role in engaging the larger 95% by appealing to emotions, rather than focusing purely on short-term conversion tactics like discounts or aggressive calls to action. When your brand speaks to the heart of what your audience values—whether that’s trust, innovation, or relatability—it builds a sense of connection that influences future purchasing decisions. Research supports this idea; brands that nurture an emotional connection with their audience enjoy significantly higher levels of brand loyalty, making them top-of-mind when those prospects eventually decide to buy (Extreme Digital).
The 95-5 Rule
Let’s take the 95-5 rule as an example. It’s a fundamental concept that advises marketers not to focus solely on the small group of buyers who are immediately in-market. Instead, successful brands build a lasting presence in the minds of the broader audience—the 95%—so that when those buyers are ready to purchase, your brand is the first one they remember (Marketing Week). This long-term strategy might seem counterintuitive to marketers chasing instant returns, but it actually lays the groundwork for more sustained success.
Brand Voice
Consider the power of a strong brand voice. Your voice is more than just the tone you use in marketing materials; it’s the underlying personality and values that set you apart from competitors. Whether it’s playful, authoritative, or compassionate, your brand voice must resonate emotionally with your target audience. When prospects feel aligned with your brand on a deeper level, they’re more likely to develop a sense of loyalty, even if they’re not yet ready to buy. This emotional connection gives you a significant advantage when the time comes for them to make a purchase decision.
Why does this matter so much?
As buyers become more selective, they gravitate toward brands they trust and feel a connection with. Studies show that up to 70% of purchasing decisions are driven by emotional factors, not logical ones (97th Floor). That means the effort you invest in building an emotionally resonant brand voice can yield substantial returns, even though those returns may come months or years after initial contact.
Branding is about more than aesthetics or messaging—it’s about creating a feeling that resonates with your customers. The brands that stand out aren’t necessarily the ones that shout the loudest; they’re the ones that connect emotionally. So, if your current strategy is focused solely on quick wins through direct response campaigns, you’re missing out on the larger opportunity to build a brand that’s remembered, trusted, and chosen by that crucial 95% of potential customers.
Understanding your brand voice and leveraging it to foster an emotional connection is a long-term strategy that can significantly enhance how customers feel about your company. By prioritizing this emotional value, you’re not only catering to the immediate 5% of in-market buyers but also positioning your brand as a memorable, trustworthy option for the 95% who aren’t ready to buy yet but will be tomorrow.
By embracing the 95-5 rule and focusing on long-term brand-building strategies, companies can create lasting relationships with their audiences, leading to higher customer loyalty and, ultimately, more conversions over time (Extreme Digital) (Marketing Week).