Anyone can do Black Friday - but who gets stuck afterwards?
Hey Brand fan,
Q4 is here.
Performance peak. Budget final spurt. Click prices are rising. Retargeting is running hot.
And every brand will soon be shouting: "-30% off everything!"
But here is the ugly truth:
Just because you're loud doesn't mean people will remember you.
Just because you sell a lot doesn't mean anyone will buy you again.
Because: Black Friday brings sales. Branding brings trust.
And anyone who only discounts now - but leaves no feeling - has missed a great opportunity for long-term customer loyalty by January at the latest.
💡 And how does feeling come in?
With the little things that stick:
✨ A newsletter that doesn't just push out offers - but reminds you of something you want to feel.
✨ A package that smiles at you - with a seasonal tape that doesn't look like a warehouse, but like your brand.
✨ A little saying on the inside of the box that you only discover when you unpack it.
✨ Or a product with a message that you don't throw away - but leave in the shop.
Some brands print their thank-you notes directly on the box.
Others make their envelopes colorful, with a seasonal vibe.
And still others include a small card that looks like it came from a real person, not a CRM system.
Not all benefits cost the earth. Get creative - or get in touch if you have a crisis of ideas. 😊
🤯 What many underestimate:
💡 The first purchase is made quickly - but repurchases happen because of brand loyalty
💡 Most brands invest everything in performance - and forget the customer experience
💡 Those who pull off branding in Q4 win twice: sales + relationship
💡 Example: Typo (by Cotton On)
Notepad. Mug. Sticker sheet.
Sounds like a rummage sale, doesn't it?
But it feels like: "Hey, I found this somewhere and had to have it." 👀
Typo is not a high-end brand. But the packaging? It sets the mood.
Cheeky slogans on the box. Little gimmicks. QR codes with an insider feel.
And everything designed to make you grin when you unpack it - even if it only cost €8.
What you can take away:
Branding doesn't always mean tissue paper and gold embossing.
But it does mean: feeling.
And Typo manages to make even the €2 pen look like a found object.
🧠 What you can take with you:
✨ Use Q4 not just to sell - but to leave a lasting impression.
✨ Think beyond what the customer pays - but about what they feel.
✨ Make your unboxing special. Create post-purchase moments. Build a relationship.
Because the brand experience begins after the purchase.
And this is where it is decided whether you will be replaced - or remembered.
🏁 Conclusion
Anyone can do Black Friday.
But not everyone remains relevant afterwards.
So:
Make sales. Of course you can.
But don't lose your DNA in the process.
Because that would be a shame.
See you next week - stay loud, but clear. Stay brave, stay you.
Chantalle
