The United States Steel drama: How branding can forge a unified future

Forget The Bear or Slow Horses—for those of us in the B2B brand world, corporate acquisitions and restructurings are the dramas we follow most closely. The plots are complex, the stakes—financial and professional—are immense and the rise and fall of iconic global brands evoke consternation, nostalgia and cautious optimism. Who says non-fiction can’t stir the soul?

When major deals are struck, the real work of the characters involved begins: harmonizing corporate cultures, expanding brand portfolios, redefining value propositions and ensuring continuity in customer care. And no saga this past year has been as riveting as the battle for the future of U.S. Steel.

Act One: The opening salvo

The curtain rises in August 2023, with Lourenco C. Goncalves, the accomplished CEO of Cleveland-Cliffs, making a bold offer to acquire U.S. Steel. In response, U.S. Steel CEO David Burritt, fulfilling his fiduciary duty to shareholders, initiates an auction. Nippon Steel emerges as the apparent winner, but the deal faces intense backlash from the Steelworkers Union. Even Presidents Biden and Trump enter the fray, citing national security concerns.

By January, the Committee on Foreign Investment in the United States (CFIUS) delivers the fatal blow to Nippon Steel’s bid. Mr. Burritt protests loudly, but with newly elected President Trump’s opposition, the deal appears to be on life support.

Act Two: A legacy reclaimed

With Nippon sidelined, Cleveland-Cliffs returns to the stage with a modified script, proposing a merger under the storied U.S. Steel name. The brand implications are significant: U.S. Steel’s legacy is a national treasure, but this transformation requires more than a cosmetic overhaul. Changing logos, email domains, and signage alone won’t fully leverage the acquisition’s potential or communicate its value proposition to employees, customers, and shareholders.

The stakes are high. If Cleveland-Cliffs acquires U.S. Steel, the brand strategy must honor U.S. Steel’s rich legacy while amplifying Cleveland-Cliffs’ operational strengths. Day one of the combined company marks the start of a bold new chapter—one that requires a robust strategic approach.

Act Three: Lessons from the past

This won’t be U.S. Steel’s first transformation. Decades before Elon Musk embraced the name “X,” U.S. Steel rebranded itself as USX following its acquisition of Marathon Oil and diversification into the energy sector. While that business strategy ultimately fell short of expectations, the bold identity shift positioned USX as the most forward-thinking steel industry player of its time. Full disclosure–my firm, Siegel+Gale developed the name, strategy and identity for USX. It was an incredibly well-received transformation.

Today, Cleveland-Cliffs’ bid for U.S. Steel represents a similarly pivotal moment—one that demands a comprehensive brand and strategic overhaul to position the new entity as a dominant force in American steel production. The playbook should include the following:

The strategic approachPreserve U.S. Steel’s Legacy While ModernizingRebrand as “U.S. Steel,” retaining its iconic ticker symbol while integrating Cleveland-Cliffs’ strengths in manufacturing, vertical integration and innovation.Reassure stakeholders with a 12-month dual-brand transition identity– “U.S. Steel, Forged with Cleveland-Cliffs.” (It really can be done in 12 months.)Disrupt the category leader by aggressively positioning the new U.S. Steel.Highlight U.S. Steel’s control over the full value chain, from mining raw materials to production of finished steel.Showcase leadership in Green Steel, the next-gen low-carbon steelmaking.Highlight superior capabilities in advanced high-strength steel, particularly for automotive, EVs, defense and aerospace.Subtly contrast the above with Nucor’s reliance on EAFs and scrap steel and the limitations that it imposes on supply chains and advanced manufacturing programs.Develop Cohesive Messaging for Internal and External AudiencesHighlight the synergy between the two companies: enhanced strength, scale, sustainability, and operational excellence.For Investors: Clearly present the strategy and logic driving the new company. Explain the path to profitable growth and the competitive advantages that underpin that strategy.For Employees: Ensure a smooth cultural and operational integration under the U.S. Steel banner while honoring Cleveland-Cliffs’ values of innovation and efficiency. Get them involved in declaring an evolved set of values and behavioral principles that lead directly to economic success.For Customers: Emphasize that the combined companies’ expertise will strengthen every product offering and improve their brand experience.For Government and Unions: Assert the company’s commitment to American workers, union partnerships and long-term domestic investments.Redefine Brand Architecture and Product PositioningStreamline business units, product names and logos to reflect the collective value creation the new entity delivers. Make it simpler for customers to buy.Maintain key sub-brands such as Big River Steel and Great Lakes Works under the U.S. Steel umbrella.Reorganize Cleveland-Cliffs’ mining operations as the “U.S. Steel Raw Materials Division.”Transform Digital and Marketing EffortsLaunch new digital assets, including a website and investor materials, reflecting the combined company’s strengths.Roll out a nationwide rebranding campaign targeting key industries like automotive, infrastructure and defense.Use compelling storytelling to showcase the new U.S. Steel’s dominance in integrated steelmaking.Phase Out Cleveland-Cliffs BrandingOver a 12–18-month timeline, fully adopt the U.S. Steel brand, reserving the Cleveland-Cliffs trademarks for very limited usage.The Finale: Forging a unified future

By adopting U.S. Steel as the corporate brand, Cleveland-Cliffs will both honor and capitalize on the legacy of an American icon while ensuring its own strengths shine. The combined company can credibly position itself as the undisputed leader in North American steel production—pioneering innovation, sustainability and industrial strength.

To be continued…

 

Howard Belk is CEO of global brand strategy and design firm Siegel+Gale. Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. 

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