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 perception of value built over time. For Eros Gomes, a branding specialist, the answer is to align promotions with brand positioning, ensuring that communication maintains coherence and strengthens the relationship with consumers.

“A Black Friday does not have to be just about the lowest price, but an opportunity to reinforce the purpose and values of the brand,” explains Eros. He points out that brands that care about creating meaningful experiences during this period can not only increase their sales, but also strengthen their branding. A good example are companies that integrate sustainability or social commitment into their campaigns, going beyond discounting.

In this context, creative campaigns aligned with the purpose of the brand have stood out. Companies such as Ikea and Google have already demonstrated 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.

In addition, Eros points out that brands must be aware of 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 networks or ads, the narrative must be unique and true to what the brand represents. This is the true power of branding,”.

Thus, Black Friday is no longer just a discount date and becomes an opportunity to strengthen brand positioning, maintaining loyalty and consumer preference in an increasingly competitive market.