Peter van der Steege

Brand Course Programme

Direction. Focus. Results.

In three months you'll know exactly who you are, what you do and how you say it. So clients choose you, and you can charge what you're worth. That's bespoke brand positioning for entrepreneurs.

Opportunities through AI

Sound familiar?

You've built something. A company, a practice, a brand. Or you're employed, with years of expertise, and you feel there's more. The words you once chose now feel hollow. Or you've never had to choose them. Your website describes someone you no longer are. Or you don't yet have a website, just the idea. You're waiting for the right moment. For permission. For certainty that never comes.

The resources are there. The direction isn't.

Thanks to AI, your world seems boundless. Every week a new tool. For planning, budgeting, design, content, strategy. You lose weeks trying them out and comparing. By the time you understand it, there's already something better. No one helps you choose what matters for you. I do. Not by selling you another tool, but by deploying AI strategically. Where it sharpens your brand. And ignoring it where it distracts.

Peter van der Steege

That's where I stand beside you.

I've worked for over 35 years in the advertising and design world. I know how to build brands that endure. Over the past ten years I've combined strategic thinking with design and copy. Not separately, but as one continuous thread. Since 2023, AI has joined: as a thinking tool, as a production resource, as a way to reach the heart of your story faster. Brand positioning for entrepreneurs is my craft and my passion.

a brand strategist who stands beside you
Three months of 1:1 ✍️

Your Profile

This is how I recognise you

Three characteristics I see time and again in the entrepreneurs and start-ups I work with. If you recognise them, brand positioning for entrepreneurs is your next step. Do you recognise yourself?

Driven

You work continuously on your business or your new concept. Not with a 9-to-5 mentality, but because it's your thing. Or because it's going to become your own start-up. Are you employed? Then you work on it evenings or weekends.

Enterprising

You see possibilities. You want to do things differently. You have lots of ideas. But those ideas need to land somewhere. In a story. In a brand. In something tangible. Otherwise it remains noise.

Searching

The daily demands of your work drain a lot of energy. You make plans, but they remain unfinished. And no one forcing you to push through. AI promises time savings, but without direction it actually costs more time to find that direction.

Often these characteristics together create a feeling of isolation. You actually have no one to spar with at your level. Someone who understands what you want to build.

Peter van der Steege

Who this is for

You're not looking for an adviser who only delivers reports. Not an executor who waits for instructions. You're looking for someone who walks beside you and pushes where necessary. Who translates strategy into words, imagery and an identity that fits. And someone who deploys AI as a strategic instrument, not as a toy. So you don't just get a brand that fits, but can also charge higher prices and attract clients who suit you.

This only works if you're willing to make choices. Not to work harder. But to become sharper.

What we're working on

These are the building blocks with which we sharpen your course.

Positioning

Who are you now? What do you stand for? What makes you different? We test your positioning with AI analysis of your market and competitors. So you know not only what you want to say, but also whether it lands.

Strategy

How do you translate your core into a story that works? Start small but keep the bigger goal in sight. With AI we test scenarios and sharpen your story before it goes to market.

Target audiences

Who are you doing this for? And why them? With AI we map your target audiences more sharply. We make them specific, based on exact data rather than assumptions.

Communication and language

How do you say what you want to say? Without hollow words. We define your tone of voice, so you sound like yourself on every platform and clients feel that you're the right one.

Claiming space

What don't you dare choose yet? We make the discomfort concrete and convert it into decisions, so your course becomes tangible and visible.

Ensuring you grow

How do we ensure it actually delivers? A sharp positioning only works when you bring it to life. We translate your brand course into concrete actions and adjust where needed.

The Brand Course Model

Four phases. One-to-one guidance. At the end you have a brand that stands: a clear position, a story you dare to tell and an identity that attracts the right clients, and gives you the space to build the business you envision.

    Foundation
  • Anchor

    Where are you anchored? History, core values, competencies and clients.

  • Direction
  • Compass

    Where do you want to go? The mission, vision and goals that give direction to every choice.

  • Position
  • Course

    Which route do you choose? Your distinctive position in your ideal client's mind.

  • Expression
  • Destination

    How do you get there? Translation into your house style, language, content and campaigns that work.

Testimonials

What 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

Practical

How it works in practice, from the first conversation to completion.

Preparation

Before we start I'll send you a few questions. So during the live conversation we go straight into depth and use our time well.

Location

The first conversation is live. The rest of the programme via video calls.

Interim contact

Between conversations you can always email or message me. Short questions, thoughts, updates. I respond within 24 hours.

Flexibility

Sometimes an appointment needs to be rescheduled. I understand that. We're entrepreneurs, not robots. Let me know in time. Then we'll find a new slot.

Payment

You can pay the investment in three monthly instalments. You'll receive an invoice with VAT.

Planning

I record all appointments and follow-ups in one schedule. So it's clear when we start, which steps we take and when we complete.

Frequently asked questions

Everything you want to know

The Brand Course programme encompasses the complete strategy and positioning of your brand: who you are, why you exist and which course you choose. The brand identity — visual style, logo, house style — follows afterwards. Strategy first, image later.
The Brand Course programme determines who you are as a brand and what position you occupy — it's the compass. A marketing plan then describes how you translate those strategic choices into campaigns, channels and budget. First the course, then the plan.
On average three months. We work in four phases: Anchor, Compass, Course and Expression. Each phase has its own sessions, homework and deliverables. The speed depends partly on how quickly you provide feedback and make choices.
For entrepreneurs and start-ups who have built something — whether that's a company, a practice or a personal brand — and notice that their story no longer fits. Or who want to establish sharp brand fundamentals for the first time. You don't need to be a large company.
A sharp positioning, your core story in your own words, a tone of voice that fits, and a visual direction that suits who you are. Everything recorded in a brand dossier that you can use immediately — for your website, your socials, your pitches and new collaborations.

Ready to sharpen your course?

In an exploratory conversation I'll explore with you what's possible for your brand. At the end you'll know exactly if and how I can help you further.

Brand Strategy Programme | Peter van der Steege