Black Friday is one of the most anticipated dates in retail, with consumers eager for promotions and discounts. However, for brands, the main question is how to participate in this event without compromising the value perception built over time. According to Eros Gomes, a branding expert, the key is to align promotions with the brand’s positioning, ensuring that communication maintains coherence and strengthens the relationship with consumers.
“Black Friday doesn’t have to be just about the lowest price, but an opportunity to reinforce the brand’s purpose and values,” explains Eros. He points out that brands that focus on creating meaningful experiences during this period not only increase their sales but also reinforce their branding. A good example is companies that integrate sustainability or social commitment into their campaigns, going beyond discounts.
In this context, creative campaigns aligned with the brand’s purpose have stood out. Companies like Ikea and Google have already shown that it is possible to maintain the integrity of branding, even in promotional actions. Ikea, for example, promoted #BuyBackFriday, encouraging its customers to return old furniture for resale or recycling, reinforcing its sustainable positioning. “These initiatives show that, more than selling, it is necessary to generate an emotional connection with the public,” adds Eros.
Furthermore, Eros emphasizes that brands must pay attention to the consumer journey. Today, with multiple digital channels, the shopping experience is fragmented, and brands need to be consistent across all touchpoints. “Whether on the website, social media, or ads, the narrative must be unique and true to what the brand represents. This is the true power of branding,” he concludes.
Thus, Black Friday ceases to be just a discount date and becomes an opportunity to strengthen the brand’s positioning, maintaining customer loyalty and preference in an increasingly competitive market.
