I call them suspects.
It’s a term I stumbled on in a marvelous little book published almost 30 years ago by Brad and Alan Antin. It’s called "Secrets from the Lost Art of Common Sense Marketing". On page 73 they write "Sometimes, you need to educate a 'suspect' into becoming a prospect. (By 'suspect', we are referring to anyone who should be a prospect for your product or service, but doesn’t know it yet.)"
Like a peacock’s tail feathers, the right branding can catch the attention of suspects, giving you the opportunity to teach them to become prospects.