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Case Study

Big Brown Storage’s Brand & Digital Transformation

Big Brown Storage

Big Brown Storage is a full-service indoor and outdoor storage facility located in Belmont, Michigan. After operating under the name Northern Self Storage, they faced persistent vacancies and lacked a modern brand and online presence.

Industry: Self-Storage

Location: Belmont, West Michigan

Project Scope: Naming, branding, website development, digital marketing, SEO, and social media campaigns.

Solution Provided: Deksia led a discovery-driven rebrand, renaming and repositioning the business, building a robust website, crafting strategic digital campaigns, and enabling real-time analytics for ongoing optimization.

The Challenge

Northern Self Storage struggled with low occupancy and weak market recognition. With minimal online visibility and a generic name shared by local competitors, their brand identity failed to stand out. There was no strong digital infrastructure to attract or convert customers, and the sales process was manual and inefficient. To fill empty units and scale the business, they needed a complete overhaul of their brand and marketing systems.

The Solution

Deksia delivered a comprehensive transformation strategy:

  • Branding & Naming: Renamed the business to Big Brown Storage for distinctiveness. Designed a fresh logo and cohesive visual identity as the foundation of the new brand.
  • Website Development: Built a responsive, user-friendly site that automates the rental process—from browsing units to online payments. Positioned the website as Big Brown’s primary marketing asset.
  • Digital Marketing & SEO: Launched geo-targeted social media ad campaigns tailored to the Belmont area. Implemented an SEO strategy to boost online discoverability.
  • Performance Tracking: Set up a live dashboard tracking leads, website activity, ad performance, and unit rentals. Enables real-time decision-making and optimization.

The Results

The transformation delivered measurable impact:

  • Achieved a 90% occupancy goal ahead of schedule

  • Consistently exceeded monthly lead generation goals

  • Drove rental growth through a fully integrated brand and marketing ecosystem

  • Enabled real-time performance insight through a custom dashboard

Big Brown Storage now stands out with a confident brand, efficient operations, and a digital presence that drives business growth every day.

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