Gather all the ingredients listed for the steak rub.
In a mixing bowl, combine salt, black pepper, brown sugar, beef bouillon, dried onion flakes, oregano, thyme, ground cumin, cocoa powder, cayenne pepper, and smoked paprika.
Whisk or stir the ingredients thoroughly until well combined and the brown sugar is broken up.
Transfer the rub to an airtight container and store in a cool, dry place for up to six months.
When ready to use, sprinkle a generous amount onto your steak, chicken, or other meats. Massage into the meat and let it sit for at least 30 minutes before cooking.
Cook the meat by grilling, pan-searing, or baking as desired, then enjoy your flavorful dish.