Peter van der Steege

Brand strategy · AI direction · Design

Your brand
sharper, faster and
indispensable.

Most brands fail not through lack of quality, but through lack of clarity. You know what you do, but not always why it matters. I help you move from doubt to direction: with strategy, identity and communication aligned. In 35 years for more than 135 brands, from solo entrepreneurs to Basic Fit.

Peter van der Steege, specialist in brand strategy for entrepreneurs

Brand strategy · AI direction · Design

Most entrepreneurs know what they do. But not why it matters. Bridging that gap is my trade: brand strategy for entrepreneurs who want to go further, with identity and AI direction aligned.

What if your brand shone in a crowded market, like a bright star on a dark night? Together we'll make that happen.

What does a strong brand really deliver? More customers who say yes faster, higher prices that feel natural and a position in the market that can't be copied.

I help you claim that position. Not with empty slogans or a trendy moodboard that ends up in the drawer, but with strategy that cuts through. As a creative strategist I combine years of brand experience with AI as an accelerator. That means: sharper thinking, faster switching and testing ideas before they go to market.

With more than 30 years' experience as a brand strategist, designer and content maker, with AI as a daily tool, I'm happy to show you the way.

Here's what my approach looks like: simple, sharp and results-focused:

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How I work

Two ways to sharpen your business. Brand strategy for entrepreneurs

Whether you work solo or lead a team: for (starting) entrepreneurs and organisations I have a route that suits you.

For entrepreneurs

The Brand Direction Programme

In three months a brand that's rock solid. Anchor, Compass, Direction and Destination: from who you are to how your brand looks and sounds. So you can charge higher prices, attract customers faster and go to market with confidence.

For larger organisations

The PACE model

Brand direction for organisations that think bigger. A structured approach to keep your brand consistent and distinctive, even with more people at the table. So your market position strengthens, customer value rises and everyone in your organisation knows what the brand stands for.

Meccanoo
Erwin Korst
Ageeth Bergsma
Urban Health Squares
Boer & Chef
Quilyx
Bonaire Eco Rentals
BORGOR
Shortlease Nederland
Activio Fitness
Alex van Ginneken
House of Sleep
Sport Natural
BenefitStudio
Basic Fit
ClubJoy
Meccanoo
Erwin Korst
Ageeth Bergsma
Urban Health Squares
Boer & Chef
Quilyx
Bonaire Eco Rentals
BORGOR
Shortlease Nederland
Activio Fitness
Alex van Ginneken
House of Sleep
Sport Natural
BenefitStudio
Basic Fit
ClubJoy

Brand identity · 13 August 2026

The cowboy era is over

Work that rolls out of an AI without human input carries no copyright. Sell that to a client and transfer the rights, and you're transferring nothing. Since 2 August 2026, Article 50 of the EU AI Regulation has been in force, and Anthropic is marking the text from its latest Claude models with an invisible watermark. If you write it yourself, edit it and put your name to it, you're in the clear. But what about "human"-generated content, actually?

Copyright on human modified content. The photograph has been enhanced with colour grading in Adobe Lightroom and a copyright symbol added in Photoshop.

Numbers that mean something

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Active clients
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Brand identities
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5-star reviews
Peter van der Steege

The person behind the brand

Who works on your brand?

35 years of turning ideas into brands that stick. Strategy, identity, positioning — with AI as an accelerator. I work for entrepreneurs who are ready to stand for something.

Testimonials

What do my clients say?

They knew exactly how to strike the right chord and took our brand to a higher level.

"Peter's team helped us brilliantly with the complete rebranding of our brand expression. They transformed our brand into a fresh, contemporary look with a striking logo, a renewed visual identity, and compelling photography. They understand like no other how form and content must be in balance. The collaboration with Peter felt like a natural step, because our old brand no longer reflected what we stand for. With a clear eye on the zeitgeist and our vision, they knew exactly how to strike the right chord. The in-depth strategic sessions and conversations helped us sharpen our brand strategy. Thanks to their expertise, we now have a brand that feels hip, dynamic and full of energy, exactly where we wanted to go. We're enormously proud of the result: a sharp and cheerful expression that works both online and offline. Peter and his team helped us really take our brand to a higher level, and we can say with complete conviction that we're finally where we want to be with our market proposition."
Tara Greven

Tara Greven

Marketing & communications manager ClubJoy

They turbocharged our brand with creative flair. It's no longer just another brand.

"As someone used to the fast-paced and sometimes unpredictable world of car rental, I can say that working with Peter brought a breath of fresh air to Shortlease Nederland. What they've created isn't just another brand, but a completely new driving experience. From the first moment we sat down with Peter and his team, it felt as though they understood exactly what Shortlease Nederland needed. They turbocharged our brand with creative flair that perfectly aligns with our goal to become the most loved and largest short-lease provider in the Netherlands within five years. Peter and his team helped us not only to define our core values, vision and mission, but also to translate them into a practical and coherent strategy. Their in-depth market insights and understanding of our target audiences have led to innovative approaches that resonate with both existing and new customers. It's refreshing to work with a team that is not only creative and innovative, but also has the speed and precision we need in this dynamic industry."
Stephan van der Veer

Stephan van der Veer

Shortlease Nederland

Our decision to work with them was spot on.

"From the first meeting with Peter and his team, we felt guided by an expert branding strategist. It was immediately clear that our decision to work with them was spot on. Their ability to dive deep into the essence of our Bereslim brand, combined with their fresh and dynamic approach, helped us achieve a clear and compelling market position. Bereslim focuses on stimulating language skills and learning behaviour in young children, using pedagogically sound digital picture books and educational games. Peter not only helped us clearly define our new values, but also translate them into a practical and coherent strategy. Thanks to their market insights and understanding of our target audience, we've developed innovative approaches that resonate with both existing and new customers. Bereslim is now better positioned to reach parents, schools and childcare organisations, and we're proud of the result of our collaboration with Fitbrand."
Margit Doornheim

Margit Doornheim

Product manager Bereslim

The impact on my business was enormous — and it strengthened my position as an authority.

"My search for a thorough approach to my brand strategy led me to Fitbrand. I wanted to scale up my branding and positioning, and needed a seasoned professional who could stand beside me as a trusted sparring partner. My doubts beforehand were: was Fitbrand's offering the right step at that point? Would this take up too much time and resources? In hindsight, these doubts were completely unfounded. I'm exceptionally satisfied with the result – it was exactly what my business needed at that moment. The impact on my business was enormous and it significantly strengthened my status as an authority. Working with Peter and his team was a brilliant experience – a combination of sincerity, directness and deep expertise. Moreover, it was a pleasure to work with the team. One aspect I particularly valued was the calm in our conversations. Peter has a special gift for chewing over my cases and later coming back with brilliant insights or interpretations."
Alex van Ginneken

Alex van Ginneken

Business coach

The result: a fantastic website, a sharp visual identity and a clear brand strategy.

"When setting up a new website, we came to Peter through TriplePro. We wanted a new visual identity and after a conversation with Fitbrand we decided to tackle this more broadly with a clear brand strategy, including a brand manual and branding roadmap. The Fitbrand team helped us brilliantly, with their collaborative approach and surprising, sharp designs. After the process with Peter, Jeroen joined the team to design the look and feel of our website. The short lines of communication and collaboration between these two parties were very pleasant. The result? A fantastic website, a modern and sharp visual identity, and a clear brand strategy for the Slump brand, including the subcategories Events, Food & Rent. The collaboration with Peter and his team was highly enjoyable. We can say from experience that it's highly recommended for any business looking for professional and well-thought-out branding solutions. We're very satisfied with the end result!"
Naomi Zandberg

Naomi Zandberg

Marketing & events coordinator at Slump

I have 100% confidence in their quality. The end result always fits perfectly.

"Peter shaped my business in a unique way, with the identity and the right story perfectly represented on a beautiful and practical website. After several sessions in which we translated the brand strategy into my unique brand expression, Peter and his team created something bespoke that fits perfectly with who I am and what I do. Peter responds quickly and accurately to changes, and their creative DNA ensures that every detail is right. I have 100% confidence in their quality and creativity when creating an authentic and unique BRAND. The end result always fits perfectly! With my 30 years' experience in the health and fitness industry, it was crucial to find a partner who could translate my vision and expertise into a strong online presence. Peter did this perfectly by emphasising my enthusiasm and expertise in sales and management. My website now reflects my passion for helping fitness operators and suppliers worldwide to achieve their goals and overcome obstacles. I'm proud of the result we've achieved together. It always FIT's!"
Erwin Korst

Erwin Korst

Management consultant

Hip, modern and effective — and that old-fashioned quality you so rarely find these days.

"Peter's team represents all facets of marketing and design. They're hip, modern, innovative and effective, but also fast and efficient. These old-fashioned qualities are hard to find nowadays, which makes their work all the more valuable. Peter helped our hotel to develop a new brand identity that perfectly suits the image we want to project. The new logo, which depicts a setting sun, captures the breathtaking view we offer. The colours and style radiate calm, quality and luxury, exactly as we wanted. Besides refreshing our brochure, they also tackled the menu, lunch and drinks cards. This gives our guests a consistent and refined experience, both in the rooms and in the restaurant. Their ability to combine modern comfort with historic charm, and to have an eye for every detail, makes all the difference. I'm writing this testimonial not only because they deserve it, but also because I hope they don't get too busy and can maintain their dedication to our business. They've brought our mission and vision to life in an elegant and professional way."
Jenze Kingma

Jenze Kingma

Owner Hotel Restaurant Aduard