Big Yellow: A Self-Storage Brand in Action

November 29th, 2006

Big Yellow Group Plc, the largest UK publicly traded self-storage operator, said fiscal first-half profit advanced 35 percent as the company opened sites and the value of existing ones increased.

The company last month agreed to franchise a network of stores in the United Arab Emirates. Big Yellow will open its first store in the region in Dubai in the first half of 2008. The company may start franchises in other countries.

This company as an unmistakable brand: it’s yellow! It also maintains consistency with its bright brand. It’s web site bleeds yellow. It’s facilities prominently feature yellow. There’s no mistaking who you are dealing with here.

Of course, a brand is much more than a color or even a logo. That’s only the outward appearance. A brand is a promise that has to do with the heart of your company and its service. If Big Yellow’s promise is as consistent as its corporate collateral, then it will continue to post double-digit profits as it invades new territories.

Click here to see Big Yellow’s branding in action.

Entry Filed under: Branding/Corporate Identity