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How User-Generated Content Affects Branding

The nature of branding is changing with the growing on-demand business scene.

There has been a surge in on-demand apps. Whether this is restaurant delivery food to our door with Deliveroo, or a taxi within minutes with Uber, it is clear that brand image is now shifting its weight into our user's hands. 

Many of the world's most successful companies don't even produce their own content, like the above, as well as home-stay marketplace Airbnb, handyman service Bizzby, and sites like Gumtree or eBay.  These sites are merely providing us with a platform to offer our own services, to the right people. 

Apart from user experience (UX) and user interface (UI) management, these businesses pretty much can sit back and let us as individuals to come to them. They also get free marketing, and their content written for them. However, this also provides a dilemma. With so much power in the hands of our users and partners, these companies heavily rely on positive reviews and good experiences to make them a success. 

On-demand laundry company Lavanda suffered through online reviews, when they said that “if we turned up after 27 minutes instead of 22, they were demanding a refund and holding us hostage on social media.” 

As a Brighton branding agency, we're having to adapt to this changing market, and understand that brand image is hugely affected by the people that use it. Therefore providing exceptional UX and UI is essential  for doing our bit for a positive outcome and successful brand image.

Neptik are a full service web design agency based in the heart of the Brighton lanes. We specialise in web design and development, branding and logo design and digital marketing for the hospitality, leisure, and luxury b2b industries. 

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