NR had a vision. Three years ago, she came to us with the dream of giving her cleaning business a strong identity. At Ideas Fan, we had the privilege of helping her build her brand: we designed her logo, website, and some promotional materials that reflected professionalism and trust. But from day one, we emphasized something crucial:
“Having an attractive image and a professional website is not enough to increase sales. The key lies in how you use it.”
We explained that her “digital home”, her website, needed constant updates and engagement. Without strategic content and a digital marketing plan, her initial investment would only be an expense. If she wanted to attract customers independently, she had to work on visibility and search engine rankings.
The first year passed, and NR paid for her website. In the second year, she renewed her hosting and domain. But when she received the renewal invoice in the third year, she simply responded:
“I won’t renew anything. I don’t really use it.”
And with that phrase, she shut down a growth opportunity.
The Mistake of Not Looking Beyond the Present
Situations like this impact us because we know what it means to have a well-developed website and, more importantly, what it means not to have one in today’s digital world. Unfortunately, many Hispanic entrepreneurs in North America run their businesses with a “home-based” mindset—without projection and, essentially, without a future.
Like many others in the corporate cleaning industry, NR operated as a subcontractor for a larger company. Her business depended on contracts managed by others. The problem? These contracts are not permanent. Large companies can replace their subcontractors anytime, whether for cost-cutting reasons, market strategies, or provider changes.
And now, the competition has drastically shifted. In Canada, the cleaning industry is being taken over by emerging companies, many run by new immigrants who, regardless of service quality, offer prices up to 50% lower.
The market does not reward experience or quality if no one knows who you are.
Your Brand Identity and Digital Presence: The Key to Your Growth
A well-thought-out brand identity is not a luxury—it’s a necessity. It not only makes your business look professional but also builds trust with potential clients. Trust generates preference, and preference leads to sales and better profit margins.
However, branding alone is not enough. It must be activated and made visible. Having a strong brand is like owning a well-decorated store—if no one walks through the door, you won’t sell.
So, what should you do to ensure your business grows?
- Build a solid digital presence – A website alone is not enough; it needs valuable content, SEO optimization, and strategies to attract traffic.
- Invest in digital marketing – Social media ads, Google Ads, email marketing, SEO… These tools exist, but they must be used strategically.
- Differentiate from the competition – Competing on price alone is not sustainable. You must offer trust and value to justify competitive pricing.
- Think long-term, not just about today – If your business relies on a single client or a large contractor, your stability is not guaranteed. You must build your own client base.
Don’t Wait Until It’s Too Late
NR’s mistake was believing that her business would grow simply because she had a professional image. She didn’t understand that the world has changed and that the only way to grow her business is by making it visible and accessible to new clients.
If you own a business and feel that you are not achieving the stability and growth you want, Ideas Fan can help.
📢 Don’t let your business depend on chance. Give it the presence and strength it deserves.
💡 Contact us and discover how we can improve your positioning, attract more clients, and help you stand out in a competitive market. 🚀
