Steel Meets Steele
From ancient metallurgy to modern skyscrapers, steel has shaped human civilization. Though globalization challenged the American steel industry, innovations in sustainable steel production ensure its resilience, keeping it at the core of modern infrastructure and design.
Steele Marketing Strategies was forged out of a desire to solve complex challenges in crafting sustainable marketing strategies for scaling companies specializing in the built environment. Our clients’ unique goals lead our purpose, always resulting in strong, resilient plans, built-to-suit.
But for us, steel(e) is more than just a material—it’s a mentality. It digs deeper, bearing personal and familial resonances. Put simply—it’s our soul word. This small but mighty word encapsulates an unwavering mentality, approach, and an essential way of being.
Strength Forged in Love
Courtney Olson, Founder + President
My Grammy was the definition of a proper lady. She carried herself with grace, always dressed to impress, with her hair perfectly styled, makeup just right, and beautiful jewelry to complete the look. She was traditional, believed a woman should be "ladylike," and she tried her best to instill that in me. But I was a tomboy—more comfortable in athletic sweats than in pearls, more interested in running around outside than in perfecting my posture.
We loved each other deeply, but there was always a quiet gap between us, an unspoken understanding that we saw the world through different lenses. I think, in many ways, she didn’t fully see or understand me, just as I didn’t fully see or understand her. Love was never the question—there was plenty of that—but we both carried a layer of protection around ourselves, keeping parts of who we were tucked away.
That changed in her final days.
I sat beside her in the hospital as doctors moved in and out, weighing options and treatments, offering plans for "next steps." But Grammy had already made up her mind—she was done with treatments. She had decided, for herself and no one else, that it was time to rest, to be at peace. It was the strongest, bravest decision I had personally ever seen her make, and I was in awe of her.
As we talked, she asked me about my life—my work, my passions, the career I had built. And then, in a moment so raw and real, she looked at me with awe and said, "You have balls of steel, Courtie.”
I laughed—not just because hearing those words from her was so unexpected, but because in that moment, we saw each other, fully and completely, for the first time. The walls we had both carried for years fell away.
When it was time to say goodbye, I kissed her exposed collarbone and whispered, "You have balls, Grammy. And I am so proud of you."
She smiled. "...of steel, right?"
I smiled back. "Of steel."
That moment stays with me. Steel isn’t just a material. It’s strength, resilience, and the courage to stand in your truth. It’s my Grammy. It’s me.
I carry her with me every day—the words “of steel” tattooed in her handwriting on my collarbone, the same place I kissed her goodbye. My horse, Steele Lynne, bears her name. And Steele Marketing? It’s built with that same spirit. A relentless pursuit of strength, of resilience, of standing tall in who we are.
Because at Steele, we don’t just build marketing strategies. We forge them. With courage. With conviction.
With steel.
Steel Is More Than Metal—It’s Mindset
Brandon Rousseau, Head of Digital
Strength in Adaptability
Steel is strong, but its true power lies in its ability to endure—bending under pressure without breaking, withstanding the elements, and adapting to the needs of the world around it. The same is true for people. Resilience isn’t just about being unyielding; it’s about knowing when to flex, adjust, and push forward in new ways.
Living Resilience
For me, resilience isn’t just a professional philosophy; it’s personal. Living with Usher’s Syndrome—a condition that affects both hearing and vision—has meant navigating a world that isn’t always designed for me. It requires adaptation, problem-solving, and a willingness to forge my own path. From anticipating obstacles to adapting how I navigate different environments, I’ve had to develop a mindset that doesn’t just accept challenges but transforms them into strengths.
That same mindset has shaped my approach to marketing and business strategy. Just as I’ve had to continuously adjust to an ever-changing environment, businesses must also be willing to evolve. Those that resist change, that remain rigid in the face of shifting markets, risk obsolescence. The strongest brands, like steel, are built to flex and withstand whatever pressures come their way.
The Intersection of Strength and Strategy
In my career, I’ve seen firsthand how businesses struggle when they hold too tightly to outdated strategies. I’ve also seen how they thrive when they embrace adaptability. Whether it’s rethinking a digital strategy, repositioning a brand, or navigating industry disruption, the key to long-term success is a mindset that embraces resilience.
A strong marketing strategy isn’t just about today; it’s about ensuring a brand is still standing, still relevant, and still thriving years from now. That’s why at Steele Marketing, we don’t just build marketing plans—we forge them with the same strength and adaptability that has allowed steel to stand the test of time.
Forged to Last
Strength isn’t about being unbreakable—it’s about knowing how to bend, adapt, and rebuild. In business, in marketing, and in life, it’s not just about withstanding pressure; it’s about using it to become something stronger. Like steel, resilience isn’t just about surviving; it’s about enduring, evolving, and thriving.
At Steele, we embody that mindset—because we are made of steel(e).
Forged in Service, Fueled by Resilience
Kayla Christenson, Marketing Specialist
The Air Force teaches their younger Airmen of the core values that define our service. Integrity first, service before self and excellence in all we do. These values were woven into every cell that makes me, me.
When I made my decision to join the Air Force, everyone thought I was bluffing. Another crazy idea I thought of on whim that would end in me changing my mind because I was the last person they’d think of to join the military. But the ones that knew me well enough, knew that once I make a decision, I stick with it.
I would have never thought that not only my life would change the day I left but the entire world too. I left for basic training on March 10, 2020. For the first week we were being screamed at to stand closer together, noses touching the person’s neck in front of us. The second week, the screams included “six-feet apart!” and “pull your mask up!”
It was an uncertain time in the world that caused panic and we all faced challenges. But at Lackland Air Force Base, we couldn’t have our phones, televisions, not even a newspaper. We were cut off from the outside world. Trainees with children, families at home, were scared. We could only send letters, when we were given the time to write, and even then it took days or weeks to hear back.
The military training instructors, or MTIs, were uncertain of what to do with us. Just like a cog in the machine, they weren’t sure what to do and were waiting on higher leadership to make decisions. Everyone needed to be resilient.
We are taught the four pillars of resilience during our training. In addition to 4 a.m. jumping jacks, we take classes throughout the day learning about Air Force history and values. The four pillars were a common topic because of the state of the world. The first pillar, mental, is the ability to effectively cope with mental stressors and challenges. The second, physical, the ability to adopt and sustain healthy behaviors needed to enhance health and well-being. The third, social, is the ability to engage in healthy social networks that promote overall well-being and optimal performance. The fourth, spiritual, is the ability to sustain an individual’s sense of well-being and purpose through a set of beliefs, principles, or values.
These four pillars were a list to go through when feeling weak. Naming people, memories, experiences, traits, in our lives from each pillar, reminding ourselves of what lifts us up. To this day, I still remember these pillars when faced with a challenge that is out of my control.
To me, these four pillars are made of steel. Sticking to core values even when faced with challenges and those hard questions.
Steel(e) gets hot in a burning room but endures the heat.
Rebuilt. Strong as Steel(e).
Chelsey Armstrong Marks, Senior Graphic Designer
Every person has a story of resilience in their life that shapes who they are as a person. My story started when I was in my early twenties. After graduating from college, I had discovered a lump on my chest and would undergo tests periodically over the years to make sure all was okay. Every biopsy and every scan always came back the same—benign.
But by the Fall of 2019, the lump became contorted and painful, so the decision was made, benign or not, to remove it surgically. Before the surgery, the doctor did one last biopsy, just to be sure that it was still benign. The surgery was successful, and I came in for my follow-up a week later.
I can still remember that day clearly. My mom drove me to the hospital since I was still recovering from surgery. We were running late so she dropped me off at the door, and I went in while she parked the car. I walked into the room and discussed how my recovery had been going so far with my doctors. Then one of the doctors took out a folder and placed it on her lap. I still remember her exact words, “Let’s talk about your pathology results.” In that one moment, time froze still. I knew my world was about to change. Without her even saying the word, I knew—cancer.
The doctor explained that though the biopsy had come back benign, the malignant part was hidden inside of a larger benign fibroadenoma and was just out of reach from where the biopsy needle had been placed. The malignant part was a phyllodes tumor— a rare type of tumor found on my right breast—and because the initial surgery had been approached to remove what was thought to be a benign tumor, there were still positive margins. Ultimately, it was decided that the best course of action was to have a mastectomy and then reconstruction.
It seems so simple to say that surgery “fixed” everything and that the margins were clear. But to do so felt like a part of myself was removed and not only that but it was multiple surgeries (and setbacks) along the way. I continue to this day to have annual doctor appointments and scans, which remind me every time of that day when my life changed.
But instead of letting it break me, it has shaped who I am as a person today. In my own life, I have found my inner strength and know that I can handle anything that may come my way, despite any challenges that may arise. That is what it means to be resilient. Resilience is adaptability. It is growth. It is strength.
That same resilience shapes how I approach brand and design. My experience taught me what true strength looks like—and what it takes to rebuild. Now, I bring that inner resilience into my work, helping brands adapt, grow, and uncover their own strength and steel(e). Because strength is lasting.
