Branding Self Storage

18
Mar

Posted by admin

Branding your self storage business is a way to gain ground in your competition whether you own and operate one self storage business or one hundred self storage businesses. How you define your self storage business in terms of who you are, what you do, and how you do it is your corporate identity and these become the core values used in developing your brand.

Who you are as a self storage business depends largely of how you see yourself and how others see you. As a self storage business you are a company offering consumers a means to store their belongings, renting storage space in exchange for the fair price you offer it. What you do as a self storage business may be anything from residential and commercial storage offerings to boat and RV storage or maybe a combination. How you go about operating your self storage business whether it is self service storage to an onsite staff selling multiple lines tells the consumer what to expect. The combinations of those ingredients then become the recipe to having an award-winning brand. Composing a mission statement for your self storage business will help bring that together and give you a starting point.

Naming the brand is important not just so you can be found in the phone book but to convey what you do. Let us use, XYZ boat storage and marina for example. The name tells us what we need to know but still how do you do it? XYZ boat storage and Marina, your watercrafts secure home tells us that this self storage business offers safe and secure long-term boat storage. You want your brand to convey perceived value to your consumers and to stand out against the competition. But wait! Your self storage business already has a name and may have been in business for awhile what now?

Using a company logo or developing a company slogan can get you out of that bind and further define your brand. It is important once you have decided on logos and slogans to be consistent with their use. Be sure that the logo and slogan are simple and can stand the test of time. You should use no more than two colors for thematic effect and to keep reproduction costs down. Marketing fads come and go, but in brand building these need to be durable and simple to stay on target. Reinforcing the consumer by having a consistent message generates positive emotions and provides consumers with confidence. Your self storage business will grow once your customers develop brand loyalty.

Do not think it stops there. Consumers are always looking for something new and innovative to be offered them. Mix up how you market and what you offer to your customers. Just because they became your customer once does not mean you have to stop earning their self storage business. Maintaining brand loyalty can be furthered through frequent customer discount programs like offering a price reduction for boxes and shipping supplies around the holidays. Incentive programs work well too, maybe offer the customer a program where the longer they stay renting with your self storage business they earn a percentage of equity that can be cashed in for moving and storage supplies or accumulated until year end then applied toward rent.

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