A year ago, I was tasked with unpacking one of my memorable childhood brands… and obviously that turned into a long read. Thankfully you can read it in short sips as a 3-part series.
So, let’s get right into part 2…
Over the years, Steers has understood the purpose and importance behind building and maintaining strong brand value and identity. The brand has strongly aligned its value systems with those of the consumer. The most memorable thing about the brand is the flame, from the slogan to the brand promise and right through to the product delivery. You are sure to hear, taste and feel the flame throughout the customer journey and brand experience.
Steers has evolved over the years, with a few rebranding highlights. With all the change in the market pushing their thankfully adaptable brand, Steers managed to hold on to its purpose and brand origins. Building a brand is no easy task, especially in ever changing social landscapes, with food as the offering.
In the strides of building and maintaining a brand with a strong presence and resonance with consumers, relationships are very important. Steers has realised this important factor and approaches through its sponsorship wing. The brand is known for various sponsorships that put them in the social circles of their consumers. A great example of this is the aforementioned Varsity Cups. Currently, the brand is looking to explore a wider social presence and relationship building.
Another win for Steers in the efforts of brand building is brand purpose beyond product and profits. Their acts of giving back over the years, together with several policies[i] shows strides in the brand trying to be one with its consumer community, giving back to causes that resonate with their target market.
One corny thing I have come to love about the brand experience, from my childhood days, was seeing the actual flames while the food was being prepared at the back in the kitchen. I fondly remember asking to go to the back and seeing it close – an experience I will never forget. The taste promise is surely imprinted in my mind and taste buds. A long-lasting relationship with a brand.
