Can Brand Strategists Use the DAFT Visa? Yes — Here's How
Yes, brand strategists can use DAFT. The Dutch-American Friendship Treaty (DAFT) is a natural fit for brand strategists who want to build a consulting practice in the Netherlands. You can serve US brands, European companies, or a mix of both.
The Netherlands is home to major global brands and a growing startup ecosystem. Amsterdam, Rotterdam, and The Hague all have active business communities where strategic branding expertise is valued.
DAFT Eligibility for Brand Strategists
Status: DAFT Eligible
Brand strategy is an ideal DAFT profession. The work is inherently consulting-based, deliverables are digital, and clients can be anywhere in the world.
Key points:
- Fully remote-friendly - strategy and consulting travel well
- No special licensing required in the Netherlands
- Dutch market demand: Moderate to High
- Typical income range: €50,000-€110,000/year
Business Structure Options
Recommended: Eenmanszaak (Sole Proprietorship)
Simplest structure. You are personally liable. Most DAFT applicants start here.
Most brand strategists on DAFT start with an eenmanszaak. Low overhead means more of your revenue stays with you.
Other Options
BV (Private Limited Company) Limited liability but requires €0.01 capital and notary. More complex setup. Consider this if you plan to take on large corporate branding contracts or bring on team members.
Registration process:
- Apply for DAFT residence permit
- Register with KVK (Chamber of Commerce)
- Receive your KVK number and start operating
Setting Up Your Brand Strategy Business
Step 1: Define Your Services Clearly define what services you'll offer. For brand strategists, this typically includes:
- Brand positioning and messaging frameworks
- Market research and competitive analysis
- Brand identity development and guidelines
- Go-to-market strategy and launch planning
Step 2: KVK Registration Register your business with the Dutch Chamber of Commerce. You'll need:
- Valid residence permit (or proof of DAFT application)
- Proof of address in the Netherlands
- Description of your business activities
- €75 registration fee
See our KVK registration guide for the full walkthrough.
Step 3: Tax Registration After KVK registration, you'll automatically be registered with the Belastingdienst (Dutch tax authority) for:
- Income tax
- VAT (BTW) - you may be exempt if under €20,000/year
Common Challenges & Solutions
Challenge: Positioning yourself in a new market Solution: Your US market experience is actually a selling point. European companies expanding to the US (and vice versa) need strategists who understand both markets. Lead with that cross-cultural perspective.
Challenge: Adjusting to Dutch business culture Solution: The Dutch are famously direct. They value honesty and substance over polish. This is actually refreshing for strategists used to corporate layers. Be straightforward, back up recommendations with data, and skip the fluff.
Challenge: Pricing for different markets Solution: US-level strategy rates may not work for all Dutch clients, but they're often fine for multinational companies. Consider tiered pricing based on client size and market.
Income & Tax Considerations
Expected income: €50,000-€110,000/year
Tax obligations:
- Dutch income tax (progressive rates, 36-49%)
- US tax filing required (as a US citizen)
- Foreign Earned Income Exclusion may apply
- Tax treaty between US and Netherlands prevents double taxation
VAT (BTW):
- Services to US/non-EU clients: 0% (reverse charge)
- Services to Dutch clients: 21% VAT
- Small business exemption if under €20,000/year
See our US Taxes While Living in Netherlands guide.
Finding Clients as a Brand Strategist
International clients:
- Maintain existing US client relationships
- Position yourself as a US-Europe market bridge for brands expanding internationally
- Use LinkedIn actively - it's the primary business networking platform in the Netherlands
Dutch clients:
- Join business communities and co-working spaces in Amsterdam and Rotterdam
- Attend marketing and branding events like ADCN events or Emerce conferences
- Connect with Dutch startups through incubators and accelerators
Best practice: Start DAFT with existing clients or committed projects. Brand strategy engagements often span months, so having ongoing projects provides income stability during your transition.
Frequently Asked Questions
Q: Can I work for US companies as a brand strategist on DAFT? A: Yes, you can work as an independent contractor for US companies. You bill them as a Dutch business. Many brand strategists maintain their US client base after moving.
Q: Do I need Dutch clients to qualify for DAFT? A: No, DAFT does not require Dutch clients. Many brand strategists on DAFT work primarily with US or international clients.
Related Professions
If brand strategist isn't quite right for your situation, consider these related professions that also work with DAFT:
Next Steps
- Evaluate your situation - Do you have clients? Income? A viable business plan?
- Read the DAFT requirements - Understand all requirements
- Prepare your documents - Start the apostille process early
- Plan your timeline - Most people need 3-6 months to prepare
Digital Guide — $99
We're not immigration lawyers—just Americans who did this. Requirements change, so verify with official sources.