Everyone needs a little space sometimes. Go Box is a self-storage facility in the Nice area of the South of France. Created by industry veteran, Max Sangster, a founding partner of Cinch Storage, a very successful nationwide provider of personal and business storage facilities across the UK.

Self-Storage is one of the toughest industries to build a distinctive brand in. Competition is everywhere, and the messages easily get muddled. It’s tempting to try to be ‘all things to all people’ but in the end, you want customers who are a good fit, because a satisfied customer costs less to service, is more likely to stay with you and recommend you to others.

We embarked on the full spectrum of brand creation – we started with in-depth research of both the UK and French marketplace, indentifying key insights that led to a Core Proposition that would set the brand apart.

We then began a naming round that culminated in the chosen new brand name ‘Go Box’ – a term that our local research indicated would work well internationally. Key brand values are simple, human, empowering and trusted. The brand name would act as an answer to the problem the various audience segments were striving to solve.

Our recommended philosophy was to go beyond the functional benefits of first rate customer service and flexible contracts to become a brand that customers would associate with a positive mental state, ‘Libérez Votre Espace, Libérez Votre Esprit.’ (‘Free Your Space, Free Your Mind’) became the strapline that would efficiently communicate that sentiment.

In association with Abacus Marketing