Sprog

What Sprog does

Sprog is a Dutch positioning and branding agency (positioneringsbureau) headquartered in Joure, Friesland, Netherlands, operating since 1996 and led by co-owners Ard Alderts (Managing Director) and Sytse Prins (Creative Director). The agency delivers an integrated suite of six core services: brand positioning (Merkpositionering), visual identity (Visuele identiteit), brand strategy (Merkstrategie), brand campaigns (Merkcampagnes), digital visibility (Digitale zichtbaarheid), and internal brand experience (Interne merkbeleving). Its methodology is built around discovering the 'heart of the brand'—the authentic core identity—and translating it into both external positioning and internal cultural alignment, using structured 'besteksessies' (specification sessions) and Simon Sinek's Golden Circle (Why-How-What) framework.

The firm operates as a project-based professional services consultancy with a team of 13 named individuals spanning creative direction, art direction, design, filmmaking, content marketing, online marketing, project management, and administration, supplemented by a core partnership with transition manager Peter Gilsing and copywriter Maartje Visser. Sprog generates revenue through customized fees for strategic engagements, with no public pricing, no proprietary technology platforms, and no disclosed funding. Its client portfolio spans enterprise and mid-market organizations across healthcare, insurance, energy, construction, professional services, and cultural sectors, including Univé, Bork, ELIX, Kooi, Bentacera, ArboAnders, Tjongerschans, and Hout met Historie. The agency's stated positioning is as a member of the 'kopgroep' (leading group) of positioning agencies in Northern Netherlands, acquired through direct consultative sales, referrals, and a content-marketing-driven website presence.

Name

Sprog

Legal name

Sprog BV

Website

https://sprog.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Sprog is a Dutch positioning and branding agency in Joure, Netherlands, offering integrated brand strategy, visual identity, campaigns, digital visibility, and internal brand experience services. It serves enterprise and mid-market B2B clients across healthcare, insurance, energy, construction, and professional services.

Ownership category

akta.pro rank

Product category

Brand Consulting and Marketing Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Brand positioning
• Visual identity design
• Brand strategy
• Marketing communications
• Internal brand experience

Headquarters

HQ city

Joure

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services: Sprog generates revenue through project-based consulting and creative service engagements. Clients engage the agency for brand positioning projects, visual identity development, campaign creation, digital visibility services, and internal brand experience programs. Revenue is derived from fees for strategic workshops, design work, campaign execution, and ongoing consultancy relationships.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sprog is a Dutch positioning and branding agency that helps organizations discover their brand essence and translates it into a distinctive brand story, visual identity, marketing strategy, and internal brand experience. The agency delivers project-based consulting engagements covering brand positioning, visual identity design, brand strategy, creative campaigns, digital visibility, and internal brand activation/transition management. Services are aimed at B2B organizations undergoing transformation such as mergers, repositioning, or cultural change.

Product overview

Sprog is a Dutch positioning and branding agency (positioneringsbureau) offering a comprehensive suite of brand strategy and communication services. Their offering consists of six integrated service modules: Merkpositionering (brand positioning) as the core offering, complemented by Visuele identiteit (visual identity), Merkstrategie (brand strategy), Merkcampagnes (brand campaigns), Digitale zichtbaarheid (digital visibility), and Interne merkbeleving (internal brand experience). The agency follows a 'besteksessie' methodology where they conduct structured workshops to uncover brand essence before developing communication materials. Their approach emphasizes positioning brands 'from the heart' to create distinction that resonates both externally with customers and internally with employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Merkpositionering (Brand Positioning) Core brand positioning service that helps organizations discover their brand essence and develop a distinctive brand story that resonates with both customers and internal stakeholders. Targeted at B2B organizations undergoing transformation.
• Visuele identiteit (Visual Identity) Visual identity development including color, typography, imagery, and tone of voice, creating a consistent visual system that supports brand recognition across all touchpoints.
• Merkstrategie (Brand Strategy) Brand strategy services including target audience analysis, market analysis, communication ecosystem development, and strategic action plans that connect target audiences to core messages.
• Merkcampagnes (Brand Campaigns) Creative brand campaigns encompassing product campaigns, brand awareness campaigns, and employer branding campaigns to drive customer acquisition and talent recruitment across online and offline channels.
• Digitale zichtbaarheid (Digital Visibility) Digital marketing services including SEO and SEA, social media content, copywriting, video production, and webcast/podcast development to build online presence for clients.
• Interne merkbeleving (Internal Brand Experience) Internal brand activation services including transition management, cultural transformation programs, and merger communication support to help organizations translate brand strategy into employee behavior and culture.

Quantifiable outcome

• Raised over €300,000 for Foppe Fonds over ten years through the Foppe Open charity golf tournament
• +1 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Peter GilsingcoreStrategic or Co-development PartnerPeter Gilsing is a behavioral and change management specialist (transitiemanager) who works as a fixed partner with Sprog on internal brand experience and transition facilitation projects. He helps organizations discover their inspiration and guides behavioral change, working closely with management to translate brand values into operational behaviors and culture.
• Frank MeesterminorImplementation/ SI/ Consulting PartnerPhotographer who collaborated with Sprog on the Hout met Historie project, capturing the romance of sourcing old wood across Europe to support the brand's storytelling and visual identity.
• Studio Vette DingenminorImplementation/ SI/ Consulting PartnerDesign studio that created the distinctive harbor binoculars for Langweerder Sloep, a custom installation in characteristic blue that Sprog incorporated into a boat show campaign concept.
• Foppe FondsminorOthersCharitable foundation supporting youth sports for children with physical, intellectual, or financial limitations. Sprog supports the fund through pro-bono creative work and organizing the annual Foppe Open charity golf tournament, having raised over €300,000 over ten years.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cartils: Amsterdam-based brand and identity agency focused on building brands through positioning, naming, and visual systems. Highly comparable to Sprog's positioning-first approach for B2B clients.
• Vandejong: Dutch creative agency combining brand strategy, design, and campaigns with a strong positioning and storytelling orientation. Comparable to Sprog in delivering brand-led work for ambitious Dutch organizations.
• VBAT: Amsterdam-based brand strategy consultancy that helps organizations articulate positioning, identity, and purpose. Directly comparable to Sprog as a 'positioneringsbureau' serving Dutch B2B clients with strategy-led engagements.
• KesselsKramer: Independent Dutch creative and brand agency based in Amsterdam offering brand strategy, campaigns, and identity work for B2B and consumer clients. Closely comparable to Sprog in positioning-driven, integrated creative services, though larger and Amsterdam-based.
• Total Design: Long-established Dutch design and brand consultancy with strategy, identity, and campaign capabilities. Comparable to Sprog's integrated service offering, though operating at a larger national scale.
• Studio Dumbar: Rotterdam-based Dutch design and branding agency working on visual identity, brand strategy, and campaigns. Comparable to Sprog in delivering integrated brand and identity work for Dutch and international clients.
• Bureau Bol: Dutch creative agency specializing in brand strategy, visual identity, and campaigns for purpose-driven organizations. Closely aligned with Sprog's positioning-first methodology and B2B mid-market focus.

Broad incumbents

• MetaDesign: International brand and design consultancy with European offices, working on positioning, identity systems, and brand strategy. Comparable to Sprog in approach, though operating at a much larger geographic scale.
• Landor & Fitch: Global brand consulting and design firm with offices worldwide. Overlaps with Sprog in brand positioning and identity, but operates at global scale and across many industries as part of WPP.
• Interbrand: Global brand consultancy offering strategy, naming, identity, and brand valuation. Compares to Sprog on positioning methodology, but serves multinational clients at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Sprog_BV
• Facebookfacebook.com/sprogcommunicatie
• LinkedInlinkedin.com/company/sprog-strategie-communicatie

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sprog