Peter van der Steege

Brand Strategy · AI Direction · Design

Your brand
sharper, faster and
indispensable.

Most brands don't fail through lack of quality, but through lack of sharpness. 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 entrepreneur 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.

How would it be if your brand shone in a crowded market, like a bright star in a dark night? Together we'll make that happen.

What does a strong brand really deliver? More clients who say yes faster, higher prices that feel natural and a market position that cannot be copied.

I help you claim that position. Not with empty slogans or a trendy moodboard that ends up in a 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 action and testing ideas before they enter the market.

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

This is what my approach looks like: simple, sharp and results-driven:

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How I work

Two ways to sharpen your business. Brand strategy for entrepreneurs

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

For entrepreneurs

The Merkkoers programme

In three months a brand that's rock-solid. Anchor, Compass, Course and Destination: from who you are to how your brand looks and sounds. So you can charge higher prices, attract clients faster and enter the 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

Merkstrategie · 25 July 2026

Waar de grens ligt tussen AI die je luxe merk versterkt en AI die het juist uitholt

Onderzoek onder luxe merken laat zien wanneer AI je merk juist schaadt: zodra er emotie in het spel is. Waar die grens loopt, en wat dat kost.

Merkauthenticiteit: waar de grens ligt tussen AI die je merk versterkt en AI die het uitholt

Numbers that mean something

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Active clients
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Brand strategy sessions
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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 precisely how to strike the right chord and elevated our brand to a higher level.

"Peter's team helped us tremendously with the complete rebranding of our brand expression. They've transformed our brand into a fresh, contemporary look with a striking logo, a renewed corporate 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 precisely how to strike the right chord. The in-depth strategic sessions and conversations have helped us to 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 sleek and cheerful expression that comes into its own both online and offline. Peter and his team have helped us to truly elevate our brand to a higher level, and we can say with complete conviction that we're finally where we want to be with our proposition in the market."
Tara Greven

Tara Greven

Marketing & Communications Manager ClubJoy

They turbocharged our brand with creative flair. It's no longer a standard brand.

"As someone accustomed to the fast-paced and sometimes unpredictable world of car hire, I can say that collaborating with Peter has brought a breath of fresh air through Shortlease Nederland. What they've created is not a standard brand, but a completely new driving experience. From the very first moment we sat down with Peter and his team, it felt as though they understood precisely what Shortlease Nederland needed. They've turbocharged our brand with creative flair that aligns perfectly with our goal of becoming the most beloved and largest short-lease provider in the Netherlands within five years. Peter and his team have 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 insights into the market 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 choice to work with them was a bullseye.

"From the first meeting with Peter and his team, we felt guided by an expert branding strategist. It was immediately clear that our choice to work with them was a bullseye. Their ability to delve deep into the essence of our Bereslim brand, combined with their fresh and dynamic approach, has helped us to realise a clear and appealing positioning in the market. Bereslim focuses on stimulating language skills and learning behaviour in young children, using pedagogically sound digital picture books and educational games. Peter has not only helped us to define our new values clearly, but also to translate them into a practical and coherent strategy. Thanks to their insights into the market and understanding of our target audience, we've developed innovative approaches that resonate with both existing and new customers. Bereslim is now more strongly 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's 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 alongside me as a reliable sparring partner. My doubts beforehand were: was Fitbrand's offering the right step at that moment? Wouldn't this take up too much time and resources? In hindsight, these doubts were completely unfounded. I'm extraordinarily satisfied with the result – it was precisely what my business needed at that time. The impact on my business was enormous and it's significantly strengthened my status as an authority. Working with Peter and his team was a marvellous experience – a combination of sincerity, directness and profound experience. Moreover, it was a pleasure to work with the team. One aspect I'm particularly pleased with was the calm in the 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 sleek corporate identity and a clear brand strategy.

"When setting up a new website, we came to Peter through TriplePro. We wanted a new corporate identity and after a conversation with Fitbrand, we decided to approach this more broadly with a clear brand strategy, including a brand manual and branding roadmap. The Fitbrand team helped us excellently, with their collaborative attitude and surprising, sleek 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, modern and sleek corporate 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 company looking for professional and well-considered 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 has shaped my business in a unique way, with the identity and the right story perfectly represented on a beautiful and practical website. After a number of 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 in 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 has done 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.

"In Peter's team, all facets of marketing and design are represented. They're hip, modern, innovative and effective, but also fast and efficient. These old-fashioned qualities are difficult to find nowadays, which makes their work all the more valuable. Peter has helped our hotel to develop a new brand identity that fits perfectly with the image we want to have. The new logo, which depicts a setting sun, captures the breathtaking view we offer. The colours and style radiate tranquillity, quality and luxury, exactly as we wanted. In addition to renewing our brochure, they've 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 the difference. I'm writing this testimonial not only because they deserve it, but also because I hope they don't become too busy and can maintain their dedication to our business. They've brought our mission and vision to life in an elegant and professional manner."
Jenze Kingma

Jenze Kingma

Owner Hotel Restaurant Aduard