The key to success on Black Friday

Black Friday is one of the most anticipated dates in retail, with consumers eager for promotions and discounts. However, for brands, the big question is how to participate in this event without compromising the perceived value built over time. For Eros Gomes, a branding specialist, the answer lies in aligning promotions with the brand's positioning, ensuring that communication remains consistent and strengthens consumer relationships.

"Black Friday doesn't need to be solely about the lowest price, but an opportunity to reinforce the brand's purpose and values," explains Eros. He highlights that brands focused on creating meaningful experiences during this period can not only increase their sales but also strengthen their branding. A good example is companies integrating sustainability or social commitment into their campaigns, going beyond just discounts.

In this context, creative campaigns aligned with the brand's purpose have stood out. Companies like IKEA and Google have already demonstrated that it's possible to maintain brand integrity even in promotional activities. IKEA, for example, promoted the #BuyBackFriday, encouraging customers to return old furniture for resale or recycling, reinforcing its sustainable positioning. "These initiatives show that, more than just selling, it's necessary to build an emotional connection with the public," adds Eros.

Furthermore, Eros emphasizes that brands should pay close attention to the consumer journey. Today, with multiple digital channels, the buying experience is fragmented, and brands need to be consistent across all touchpoints. "Whether on the website, social media, or in advertisements, the narrative must be unique and true to what the brand represents. That's the true power of branding," he concludes.

Thus, Black Friday moves beyond just a discount date and becomes an opportunity to strengthen a brand's positioning, while maintaining customer loyalty and preference in an increasingly competitive market.