This column is part of our Last Word series, which invites noted professionals to provide closing thoughts at the end of each issue of Commercial Baking. Read the full issue here.

—

MIAMISBURG, OH — The Killer Brownie Co. is proof that even smaller companies can still have a big voice.

I read once that if you want to build a brand, you have to make something that is unique, innovative or fills a need. And then it has to matter to people. I knew this brand had the unique and innovative part covered … but had we told enough people about it? How could we even know if it mattered to them?

There was one way to find out.

I realize no two brands are the same. We do things other companies don’t … that’s true for our product, our marketing, our R&D and our team. A dear industry mentor once told me, “You all don’t know what you’re not supposed to be doing, and that is a good thing.”

So, we invested in building a marketing team to tell our brand’s story. Let me tell you, that’s a scary proposition for a small company. Marketing doesn’t have the kind of tangible ROI that a piece of equipment does. In fact, you end up testing, reflecting and then waiting, often unsure of what you’re waiting for. Nevertheless, we took the chance.

Last year, we took our biggest step yet and secured an official partnership with the Cincinnati Bengals.

Partnering with a well-known and well-respected organization like the Bengals fit seamlessly into our strategy of broad brand awareness. Their values aligned perfectly with ours, and it’s also very fun!

It’s taken time, but people now know the Killer Brownie brand in small towns and big cities from coast to coast.

This has opened my eyes to the power of a strong brand message, and that starts with a solid marketing team. The marketing investment has been every bit as important as the equipment, even for a B2B business.

I know that in times of economic challenges, marketing is often the first budget to cut. But we did the opposite. From the start of the pandemic, we pushed the gas pedal on marketing and sales opportunities. And the ROI?

Since 2019, it’s paid off in triple-digit growth.