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, branding specialist, the answer lies in aligning promotions with the brand's positioning, ensuring that communication maintains consistency 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. It highlights that brands that focus on creating meaningful experiences during this period not only manage to increase their sales but also strengthen their branding. A good example is companies that incorporate 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 demonstrated that it is possible to maintain brand integrity, even in promotional campaigns. Ikea, for example, promoted #BuyBackFriday, encouraging its customers to return old furniture for resale or recycling, reinforcing its sustainable stance. "These initiatives show that, more than selling, it is necessary to create an emotional connection with the audience," adds Eros.
Furthermore, Eros emphasizes that brands should pay attention to the consumer's 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 advertisements, the narrative must be unique and true to what the brand represents. This is the true power of branding," he concludes.
Thus, Black Friday is no longer just a discount date and becomes an opportunity to strengthen the brand's positioning, maintaining consumer loyalty and preference in an increasingly competitive market.
