diff --git a/tests/test_cli.py b/tests/test_cli.py
index 8e0d207..cc2b783 100644
--- a/tests/test_cli.py
+++ b/tests/test_cli.py
@@ -49,9 +49,10 @@ def test_load_config(tmpdir, monkeypatch):
     assert general == {'foo': 1, 'status_path': status_path}
     assert pairs == {'bob': ('bob_a', 'bob_b', {'bam': True}, {'foo': 'bar'})}
     assert storages == {
-        'bob_a': {'type': 'filesystem', 'path': contacts_path,
-                  'fileext': '.vcf', 'yesno': False, 'number': 42},
-        'bob_b': {'type': 'carddav'}
+        'bob_a': {'type': 'filesystem', 'path': contacts_path, 'fileext':
+                  '.vcf', 'yesno': False, 'number': 42,
+                  'instance_name': 'bob_a'},
+        'bob_b': {'type': 'carddav', 'instance_name': 'bob_b'}
     }
 
     assert len(errors) == 1
diff --git a/tests/utils/test_main.py b/tests/utils/test_main.py
index 58975f2..929a48a 100644
--- a/tests/utils/test_main.py
+++ b/tests/utils/test_main.py
@@ -157,5 +157,5 @@ def test_get_class_init_args_on_storage():
     from vdirsyncer.storage.memory import MemoryStorage
 
     all, required = utils.get_class_init_args(MemoryStorage)
-    assert all == set(['collection', 'read_only'])
+    assert all == set(['collection', 'read_only', 'instance_name'])
     assert not required
diff --git a/vdirsyncer/cli.py b/vdirsyncer/cli.py
index ae9f368..1e48ac4 100644
--- a/vdirsyncer/cli.py
+++ b/vdirsyncer/cli.py
@@ -55,6 +55,7 @@ def load_config(fname, pair_options=('collections', 'conflict_resolution')):
 
     def handle_storage(storage_name, options):
         storages.setdefault(storage_name, {}).update(options)
+        storages[storage_name]['instance_name'] = storage_name
 
     def handle_pair(pair_name, options):
         a, b = options.pop('a'), options.pop('b')
diff --git a/vdirsyncer/storage/base.py b/vdirsyncer/storage/base.py
index d2a0e5a..56b8184 100644
--- a/vdirsyncer/storage/base.py
+++ b/vdirsyncer/storage/base.py
@@ -36,7 +36,14 @@ class Storage(object):
     '''
 
     fileext = '.txt'
-    storage_name = None  # The name used in the config file.
+
+    # The string used in the config to denote the type of storage. Should be
+    # overridden by subclasses.
+    storage_name = None
+
+    # The string used in the config to denote a particular instance. Should be
+    # overridden during instantiation.
+    instance_name = None
 
     # A value of True means the storage does not support write-methods such as
     # upload, update and delete.  A value of False means the storage does
@@ -46,12 +53,13 @@ class Storage(object):
     # The attribute values to show in the representation of the storage.
     _repr_attributes = ()
 
-    def __init__(self, read_only=None):
+    def __init__(self, instance_name=None, read_only=None):
         if read_only is None:
             read_only = self.read_only
         if self.read_only and not read_only:
             raise ValueError('This storage is read-only.')
         self.read_only = bool(read_only)
+        self.instance_name = instance_name
 
     @classmethod
     def discover(cls, **kwargs):
@@ -66,7 +74,7 @@ class Storage(object):
         raise NotImplementedError()
 
     def __repr__(self):
-        return '<{}(**{})>'.format(
+        return self.instance_name or '<{}(**{})>'.format(
             self.__class__.__name__,
             dict((x, getattr(self, x)) for x in self._repr_attributes)
         )