Peter van der Steege

PACE model

Brand governance for organisations that think bigger.

More people round the table means more chance of noise. With PACE you give your brand a fixed structure: so that everyone communicates consistently, the market recognises you and the customer knows why they're knocking on your door. PACE is brand governance for organisations that want to grow without losing their brand.

What is PACE?

A structured approach to brand governance at scale.

PACE offers brand governance for organisations with multiple teams, disciplines or locations. Where the Brand Direction Programme is designed for individual entrepreneurs, PACE addresses the challenges of larger structures: silos communicating independently, brand values diluting as the team grows, and a house style applied differently by everyone. PACE brings structure without losing your brand's soul.

Peter van der SteegePeter van der Steege

The model

Four steps to a consistent brand story.

PACE isn't a fixed template but a movement: from positioning via architecture and communication to expression and further growth. Each phase builds on the previous one.

P

Probe

Where does your organisation stand in the market? We sharpen the core position: not what you do, but why it matters to your customer. The outcome is a sharp brand proposition that everyone recognises internally and believes externally.

A

Architect

How does the master brand relate to sub-brands, product lines or locations? We map the brand architecture and establish who expresses what. This creates clear boundaries that prevent noise.

C

Construct

How does your organisation speak? We establish the tone of voice, formulate core messages per target group and agree on internal distribution. The result: one recognisable voice, even when ten people are writing the copy.

E

Expand

What does your brand look like? We examine visual consistency critically: logo use, colour, typography, imagery. And we ensure your house style guidelines are usable in daily practice. Not as a fat PDF that nobody opens.

What others say

Clients about working with Peter

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

Who it's for

PACE is right for you if:

PACE isn't for everyone. It's for organisations large enough to feel brand drift, and smart enough to do something about it.

Your team is growing

More people means more interpretations. You notice that communication from department A doesn't sound like department B. That's not sloppiness. That's a structural problem.

Your brand works, but chafes

You already have a house style and a story. But something's wrong. The positioning no longer fits, the message is diluting, or the visual identity is applied differently everywhere.

You want to professionalise

Your organisation is ready for the next step. Not only in size, but in how you present yourself externally. You want your brand to project the professionalism you already have internally.

Approach

How we work.

  1. 01

    Introductory conversation. We explore the situation: where does the brand stand now, what isn't working, what needs to change?

  2. 02

    Analysis. I review existing material, conduct conversations with key figures within the organisation and map the brand position.

  3. 03

    PACE programme. We work through the four phases at a pace that suits your organisation. Not waterfall, but iterative: test, refine, implement.

  4. 04

    Handover. The end result is a brand handbook that's usable internally. Not an archive document, but a daily tool.

Peter van der Steege

Frequently asked questions

Everything you want to know

PACE stands for Probe (explore), Architect (design), Construct (build) and Expand (grow). It's a brand direction model: a way to structurally embed your organisation's brand, so it doesn't depend on whoever happens to be sitting at their laptop that day. Each phase builds on the previous one: from exploring and positioning, through structuring and building, to expanding and growing. The end result isn't a report. It's a working structure.
For organisations large enough to feel brand drift. When your marketing sounds different from your sales, when new colleagues explain the brand differently from the founder, when the house style looks tight in one place and in another looks as though it's never been maintained. PACE isn't for startups that still have everything to prove. It's for companies that already have a foundation but notice that the brand hasn't grown with the organisation.
Six, twelve or eighteen months. One day per week, structurally. Not because it's so much work, but because brand drift that's built up over years needs time to turn around. We work iteratively: sharpen positioning, test, implement, adjust. That way the organisation changes without business operations standing still. At the end there's a brand manual that's used in daily practice. Not an archive document.
Brand Direction Programme is for the entrepreneur or professional who wants to sharpen his personal brand: his positioning, his story, his visual identity. Intensive and fast, focused on one person. PACE is aimed at organisations with multiple people, teams or markets, where the brand doesn't have one owner but must be carried by many. The question with Brand Direction Programme is: who are you? The question with PACE is: how do we ensure that everyone in your organisation expresses the brand consistently?
Clarity: everyone knows how the brand sounds, looks and why it matters. Peace of mind: brand direction no longer has to depend on one person who has everything in their head. That's an unsustainable situation once you scale. A brand manual that's usable in practice, not a thick pdf that nobody opens. And business results: PACE isn't a creative project. The goal is always that your organisation meets its objectives, makes more profit and grows in the way that suits it.
For companies with multiple teams, locations or brands where communication is starting to fragment. When everyone's giving their own interpretation of your brand, it's time for PACE.
Brand Direction Programme is for entrepreneurs who want to position their brand more sharply. PACE is for organisations that want to structurally embed brand direction across teams and locations. Different scale, different challenge.
Six, twelve or eighteen months. You determine the pace yourself. We work iteratively: one day per week, the rest of the organisation just carries on.
A clear brand architecture, core messages per target audience, agreements about who communicates what, and practical guidelines that your team can follow independently.

Ready to scale your brand?

In a 30-minute exploratory conversation I'll work with you to explore what PACE could mean for your organisation. You'll leave with clarity: about your brand position, what's chafing and what the first step is. No obligations.