CHALLENGE
Need More Space, now Nesta is Irelands leading, national storage company, with a vision to grow their business both nationally and internationally.
The Need More Space identity was created in 2004 and had not developed since to reflect the brands strength or culture, which was a key point of difference. Additionally, as it’s parent group, Kefron, refined its value proposition, the Need More Space value proposition, under the Kefron brand, was weakened.
ROLE
I was brought in to review the Need More Space brand and positioning with a view to their growth aspirations. Central to this was identifying their culture, codifying their brand core and building that through to a compelling positioning, value proposition and operating principles.
Once done I was commissioned, to manage a creative agency pitch and liaise with the client team and creative agency to bring the new brand positioning and value proposition to life.
METHOD
As part of the discovery phase, I audited the market locally and internationally, interviewed staff and clients and executed a mystery shopping exercise. This provided a solid backdrop for positioning and strategy development.
Central to understanding culture was to involve staff in the process. This was done over a series of customer journey workshops, designed to map customer experience and align it with staff behavior, both actual and desired. From this co-creation exercise we developed a narrative for the brand along with operating values and principles to reflect the company culture and support the desired customer experience.
The outcomes from the discovery phase the workshops and strategy development were then developed into a narrative for the brand and a brief for creative development.
OUTCOME
A key insight that clarified culture was simple but powerful:
“This is an emotional business”
No one moves for the pleasure of it; everyone has a story. Staff understanding of this and their subsequent behavior was central to the culture that customers identified as their point of difference.
This highlighted a positioning opportunity, to move the perception of storage from locks, boxes and industrial premises to the benefit that storage brings; benefit in giving room to grow, room to breathe; room to get on with life.
The outputs from the staff workshops provided a framework for culture development and a set of narrative values to empower everyday behavior.
We then worked closely with design agency WMD to bring the positioning to life creatively.
Out of this came the customer proposition:
“Make room for life”
A new name Nesta and visual identity was then crafted to properly represent this new and exciting offering to the market.
Nesta was successfully launched in March 2015. Since then they have opened two new sites in Dublin, bringing to life the new Nesta brand.
Across all sites, staff eagerly interact with customers, keen to tell the Nesta story, in their words. In meetings, decisions and behavior are intuitively evaluated. Anything not complying with the operational values identified by staff are described as ‘not Nesta’.
