By: Alistair Hayward Jun 11/2025
Some brands don’t chase attention—they attract it.
You notice them in passing, on a shelf, in your feed, in a conversation, and you feel something. Recognition. Respect. A sense that if you were going to buy, this is the brand you’d choose.
And often, that decision is made long before there’s an immediate need.
That’s Brand Gravity, the quiet pull that builds when a brand consistently shows up, tells a clear story, and earns your trust over time.
In Canada, that kind of pull is more important than ever. With inflation persisting and uncertainty continuing to shape household budgets, Canadians are spending less, even in higher income brackets. According to a recent Moneris and Leger study, more than half of Canadian consumers are cutting back on non-essential purchases, and many plan to continue doing so in the months ahead. (Retail Insider, April 2025)
If people are going to spend more carefully, they’ll do it with brands they already believe in. That’s where Brand Gravity matters most.
What Is Brand Gravity?
Brand Gravity is the strategic and emotional momentum your brand creates over time. It happens when people:
- Trust your values.
- Recognize your tone and visual identity.
- Recommend your brand, even before they’ve made a purchase from you.
It’s not about being louder. It’s about being remembered.
In 2025, as confidence wavers and buying cycles stretch, Brand Gravity becomes a key differentiator.
Why Mid-Funnel Strategy Matters in 2025
Marketers often focus on building awareness or chasing conversions. But the real opportunity lives in the middle—where customers are aware, interested, but not yet ready to act.
Recent consumer data indicate that decision timelines are becoming increasingly longer. McKinsey’s 2025 State of the US Consumer report reveals that 64% of Americans feel uncertain about their financial future, and similar trends are emerging in Canada, where shoppers are becoming more cautious and value-conscious.
McKinsey’s earlier 2024 Global Consumer Report further reinforces this shift:
- Consumers are trading down in some categories, but are still willing to pay more for trusted brands
- Brand loyalty continues to decline, with many shoppers open to switching.
- Private label brands have gained significant market share, putting added pressure on national and premium brands to stay relevant.
In this environment, showing up once or twice isn’t enough. To earn trust, brands must build continuity—especially during the long, quiet stretches between awareness and conversion.
Aspirational Customers Still Drive Growth
Some of your most valuable advocates aren’t customers yet.
Aspirational customers admire your brand, engage with your content, and share it with others, even before making a purchase. Their influence is often overlooked, but it’s measurable. McKinsey’s 2024 report noted that aspirational audiences now drive nearly half of revenue in the luxury sector, and their behaviour is becoming increasingly common across mainstream and premium markets.
In Canada, where consumers are actively seeking brands that reflect their values or aspirations, these audiences represent a long-term opportunity. When people are waiting for the right moment to buy, Brand Gravity keeps you in their consideration set.
What Brand Gravity Looks Like in Practice
Brand Gravity is built through thoughtful, consistent engagement, especially at the mid-funnel level. It’s about presence, not pressure.
| Tactic | Purpose |
|---|---|
| Value-first retargeting ads | Reinforce identity, not just offer a promotion |
| Video and social storytelling | Create an emotional connection and memorability |
| Testimonials and social proof | Build credibility and reduce friction during consideration |
| Consistent brand identity | Increase familiarity and trust over time |
This isn’t about spending more, it’s about showing up with purpose and clarity.
The Takeaway
Canadian consumers are navigating 2025 with greater caution and a stronger desire for value. They’re still spending, but they’re spending with intention.
If you’re not building trust and relevance during the decision-making window, you’re leaving growth on the table.
Brand Gravity is how you stay top of mind without pushing. It’s how you create a pull that builds over time—so when the moment comes, you’re already the brand they trust.
Ready to Build Long-Term Brand Value?
If you want support developing a strategy that nurtures future customers and strengthens your brand’s mid-funnel presence, we can help.
Snaptech collaborates with Canadian businesses to foster smarter, more sustainable growth, built on trust, relevance, and long-term results.
Let’s talk about how Brand Gravity can work for your brand.
About the Author
Alistair Hayward