de Positie
De Positie is a Zwolle, Netherlands-based branding and positioning agency of 12 staff that delivers strategy, identity, and activation projects for Dutch start-ups, scale-ups, and enterprise brands using its proprietary Brand Essence Model® methodology.
- Company typePrivate
- Founded-
- HeadquartersZwolle, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What de Positie does
De Positie B.V. is a privately held Dutch branding and positioning agency headquartered in Zwolle, Netherlands (Aagje Dekenstraat 51). The firm employs 12 staff and operates exclusively in the professional services space, with no software, hardware, or recurring-revenue product. Its three service lines are Merkstrategie (brand strategy), Merkidentiteit (brand identity), and Campagnes & Activatie (campaigns & activation), delivered through project-based consulting engagements.
The agency's core methodology is the Brand Essence Model®, a registered trademark comprising a four-phase process (capture current position, define desired position, determine path, execute) built on seven building blocks: Brand Essence, Vision, Mission, Brand Values, Brand Promise, Brand Identity, and Hello World (launch). Pricing is not publicly disclosed and engagements are quoted per project. The go-to-market is sales-led, relying on direct outreach, inbound website leads, referrals, and a thought-leadership blog.
The customer base is a blend of Dutch start-ups and scale-ups (Speak and Spoke, SkillsCV, Generatie Morgen, Stëlz, Etran) and larger enterprise or consumer brands (Sky Showtime, MTV Benelux, Zuidberg, Scapino, TPM, Phillow/Bos Bedden, Crow Group, Iconics Management). Geographic reach is limited to the Netherlands. The firm is independently co-owned by Martijn Ruitenberg (Brand Strategist) and Jacob Heidstra (Art Director), with no disclosed external investors, parent company, or subsidiary structure. Notable industry recognition includes the Fonk 2025 award from the Dutch communication sector.
de Positie firmographics
Firmographics- Name
- de Positie
- Legal name
- De Positie B.V.
- Website
- https://depositie.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- De Positie is a Zwolle, Netherlands-based branding and positioning agency of 12 staff that delivers strategy, identity, and activation projects for Dutch start-ups, scale-ups, and enterprise brands using its proprietary Brand Essence Model® methodology.
- Ownership category
- akta.pro rank
Where de Positie is headquartered
LocationHeadquarters
- HQ city
- Zwolle
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
de Positie business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Professional Services - Branding & Positioning: De Positie generates revenue through project-based consulting engagements for brand strategy, brand identity development, and campaign creation. Clients are start-ups and scale-ups in the Netherlands seeking to establish or refine their brand positioning.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
de Positie product offering
Product offeringCore offering
De Positie is a Dutch branding and positioning agency that helps start-ups and scale-ups develop brand strategy, brand identity, and campaigns through its proprietary Brand Essence Model® methodology. The agency delivers project-based consulting engagements covering merkstrategie (brand strategy), merkidentiteit (brand identity), and campagnes & activatie (campaigns & activation) for clients across the Netherlands.
Product overview
De Positie is a Dutch branding and positioning agency ('merkenbureau') that creates human brands through branding and creative concepts. The company offers three core services: Merkstrategie (Brand Strategy), Merkidentiteit (Brand Identity), and Campagnes & Activatie (Campaigns & Activation). Their methodology centers on the proprietary Brand Essence Model® which guides clients through a 4-phase process to define and activate their brand positioning. The agency works primarily with start-ups and scale-ups across the Netherlands, serving as a strategic partner rather than a software product company.
Differentiator
Problem solved
Functional benefit
Products and services
- Merkstrategie (Brand Strategy) Strategic branding service that helps clients define their brand's purpose, mission, vision, values, and value proposition using a structured diagnostic approach including target audience research (doelgroeponderzoek) and value proposition development (waardepropositie). The service determines the course of the brand based on where the brand currently stands.
- Merkidentiteit (Brand Identity) Translation of brand strategy into visual and textual identity, including logo, color schemes, typography, pay-off, tone-of-voice, imagery, and brand architecture (huisstijl and merkmiddelen). The service delivers the soul of the company and ensures recognition with the target audience.
- Campagnes & Activatie (Campaigns & Activation) Both online and offline brand activation services including web design, photography, content creation, social media campaigns, direct mail, booth design, and magazines. The service delivers brand experiences that create connection with the target audience.
Quantifiable outcome
- SkillsCV campaign was discussed in Dutch Parliament, indicating successful national impact
Companies that use de Positie
Customer profileNamed customers13 records
Segments2 records
Ideal customer profiles2 records
de Positie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
de Positie partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- DDF PeopleminorDe Positie is a member of DDF People, a network or organization of agencies/professionals in the branding and communication field.
- BrainpinkcoreBrainpink is identified as the marketing partner for SkillsCV campaigns, suggesting a collaborative relationship in executing client marketing initiatives. They appear to work together on advertising and promotional activities.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
de Positie competitors and assessment
Company assessmentBroad incumbents
- Landor & Fitch: Global brand consulting and design firm with European operations including the Netherlands. Overlaps with De Positie's brand strategy and identity offering for larger enterprise clients, but operates as a broad incumbent.
- Interbrand: Global brand consultancy with a strong presence in the Netherlands offering brand strategy, identity, and activation. Competes with De Positie for enterprise rebranding engagements, though at a much larger scale and price point.
- Pentagram: Global partner-led design agency with offices including Amsterdam. Comparable on the brand identity and design side of De Positie's offering, with an established reputation for high-profile branding work worldwide.
- Dept Agency: Large Amsterdam-based digital creative and technology agency with several thousand employees globally. Broader and more resourced than De Positie but competes for the same Dutch enterprise branding, campaign, and activation budgets.
- Saffron Brand Consultants: Global brand strategy consultancy focused on brand purpose, positioning, and identity. Directly comparable to De Positie on the strategic/positioning layer of the Brand Essence Model®, though at a much larger scale and serving global enterprise clients.
Direct peers
- Total Design: Amsterdam-headquartered Dutch design agency with a heritage in corporate identity, brand strategy, and visual systems. Directly comparable to De Positie's brand strategy and identity practice, with a similar Dutch SME/mid-market focus.
- VBAT: Amsterdam-based branding and design agency with a long-standing Dutch client base across both B2B and consumer brands. Directly comparable to De Positie on brand strategy and identity services for the Dutch market.
- KesselsKramer: Amsterdam-based independent creative agency working across advertising, branding, and campaigns. Comparable on the campaigns & activation side of De Positie's offering, and operates in the same Dutch market for ambitious, story-driven brands.
- Studio Dumbar: Rotterdam-based design and branding studio with a strong Dutch and international portfolio. Comparable to De Positie on brand identity, visual systems, and creative direction, though typically working at larger scale and on higher-profile clients.
- BrandNew: Amsterdam-based Dutch brand strategy and positioning agency. Highly comparable to De Positie in service mix (brand strategy, identity, positioning) and focus on Dutch SMEs and growth-stage companies, making it the closest direct competitor in the domestic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
de Positie social profiles
Digital presencede Positie financial estimates
Financial estimateRevenue estimate
Valuation estimate
de Positie leadership team
Management profileNumber of profiles
Profiles12 records
de Positie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
de Positie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about de Positie
What does de Positie do?
De Positie is a Dutch branding and positioning agency that helps start-ups and scale-ups develop brand strategy, brand identity, and campaigns through its proprietary Brand Essence Model® methodology. The agency delivers project-based consulting engagements covering merkstrategie (brand strategy), merkidentiteit (brand identity), and campagnes & activatie (campaigns & activation) for clients across the Netherlands.
Is de Positie a public or private company?
de Positie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was de Positie founded?
de Positie was founded in -1. It employs 1 to 10 people.
Where is de Positie based?
de Positie is headquartered in Zwolle, Netherlands, in the Europe region.
How does de Positie make money?
One revenue line is on record: professional Services - Branding & Positioning.
Who are de Positie's main competitors?
Broad incumbents on record are Landor & Fitch, Interbrand, Pentagram, Dept Agency and Saffron Brand Consultants. Direct peers are Total Design, VBAT, KesselsKramer, Studio Dumbar and BrandNew.
Does de Positie have an API?
No public API is recorded for de Positie.