Do you know why self-storage facility branding is so important? It’s the same as asking why anyone would choose your facility over the facility down the street. The concept behind branding is simple. Branding comes from knowing and understanding your business. Your goal is to make sure your business is consistent and recognizable. Your brand should be what differentiates you from the competition. Are you properly branding your facility?
The self-storage industry has never been so competitive, and I can imagine it’s only going to increase. Today’s customers value commitment, loyalty and customer service. The strength of your brand will be built on the consistent actions of your marketing efforts, employees and people who represent your business.
When I first started at U-Haul the department was then referred to as the “eMove Affiliate Network”. After a lot of long hours, we worked on rebranding our company. I’ve learned some great lessons to pass on.
There are a few things to consider to effectively brand your facility:
-Quality. Make sure your facility, service, products and equipment are ones that customers can depend on.
-Customer Assurance. What is your commitment to your customer? Why should they trust you?
-Communication. How do you communicate your brand? Just as it is important to communicate your brand to your customers, it is very important for the employees that represent your business to also have a clear understanding.
-Marketing. What good is your message if people don’t know about it? Be consistent in your message across the board.
A solid brand is all about trust and relationships. With that objective in mind, there’s no better way to build your brand than by using your resources to post testimonials or any other content that will lend your business a good amount of credibility. A brand becomes an instinctive feeling the customer has about your company. This happens through word of mouth, online reviews, social media and many other avenues that all play an important part in how your business is perceived.
Ultimately, you need to ask yourself “What do we want people to think of when they think of our company?” You need to create a positive association between your customers and your company and/or product. Keep your message consistent. Without good, strong branding you risk being perceived by the customer as replaceable. Branding is about creating an image that differentiates you from your competition.
How are you branding your facility? Have any questions for Toni? Let us know in the comments section below!
Toni Colasso is a Sales and Marketing Coordinator. She has done marketing in many different industries including retail and self-storage.