Peter van der Steege

Brand Direction 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 business, a practice, a brand. Or you're employed, with years of expertise under your belt, and you sense 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've got no website yet, just the idea. You're waiting for the right moment. For permission. For certainty that never comes.

The means are there. The direction isn't.

Thanks to AI your world seems boundless. A new tool every week. For planning, budgeting, design, content, strategy. You lose weeks trying things out and comparing. By the time you understand it, there's something better. Nobody 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 in the advertising and design world for over 35 years. I know how to build brands that stick. Over the past ten years I've combined strategic thinking with design and copy. Not separately, but as one thread. Since 2023 AI has joined the mix: as a thinking tool, as a means of production, as a way to get to 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 support ✍️

Your profile

This is how I recognise you

Three characteristics I see time and again in the entrepreneurs and starters 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 be your own startup. In employment? Then you work on it evenings or weekends.

Entrepreneurial

You spot opportunities. You want to do things differently. You've got plenty of ideas. But those ideas need to land somewhere. In a story. In a brand. In something tangible. Otherwise it's just noise.

Searching

The daily demands of your work drain your energy. You make plans, but they sit there. And nobody forcing you to follow through. AI promises to save time, but without direction it actually costs more time to find that direction.

Often these characteristics together create a sense of isolation. You've really got nobody 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 a consultant who only delivers reports. No implementer who waits for instructions. You're looking for someone who walks beside you and pushes where needed. Who translates strategy into words, imagery and an identity that fits. And someone who uses AI as a strategic instrument, not as a toy. So you don't just get a brand that works, but can also charge higher prices and attract clients who suit you.

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

What we'll work on

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

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 just what you want to say, but 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 precise data rather than assumptions.

Communication and language

How do you say what you want to say? Without hollow words. We establish 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 turn it into decisions, so your direction becomes tangible and visible.

Making sure you grow

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

The Brand Direction model

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

    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 guide 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 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

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 can go straight to the heart of things 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 moved. I understand that. We're entrepreneurs, not robots. Let me know in good 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.

Schedule

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

Frequently asked questions

Everything you want to know

The Brand Direction Programme covers the complete strategy and positioning of your brand: who you are, why you exist and what direction you're taking. The brand identity — visual style, logo, house style — follows afterwards. Strategy first, image second.
The Brand Direction 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 direction, then the plan.
Three months on average. We work in four phases: Anchor, Compass, Direction and Expression. Each phase has its own sessions, homework and deliverables. The speed depends partly on how quickly you give feedback and make choices.
For entrepreneurs and starters who've 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 lay down 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 matches who you are. Everything captured in a brand dossier you can use immediately — for your website, your socials, your pitches and new collaborations.

Ready to sharpen your direction?

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