Black Friday is one of the most anticipated dates in retail, with consumers eager for promotions and discounts. However, for the brands, the big question is how to participate in this event without compromising the value perception built over time. For Eros Gomes, branding specialist, the answer lies in aligning 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", another opportunity to reinforce the brand's purpose and values,"explains Eros". He emphasizes that brands that care about creating meaningful experiences during this period are able to not only increase their sales, but also strengthen your branding. A good example is companies that integrate sustainability or social commitment into their campaigns, going beyond the discount
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 brand integrity, even in promotional actions. A Ikea, for example, promoted #BuyBackFriday, encouraging your customers to return old furniture for resale or recycling, reinforcing your sustainable positioning. 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 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. "Be it on the site, on social media or in advertisements, the narrative must be unique and true to what the brand represents. This is the true power of branding,"concludes"
Thus, Black Friday ceases to be just a discount date and transforms into an opportunity to strengthen the brand's positioning, maintaining consumer loyalty and preference in an increasingly competitive market
