Building out of the ordinary concepts & brands
Welcome to The Brand Guys, where we help businesses create extraordinary concepts, brands and experiences.
In an era where everything smells like sameness, we believe in the power of identity. Being different is no longer a choice, it's a necessity. While a lot of brands are doing nothing but existing, we dare you to stand out.
Join us on our mission to Fight The Average.
Fight The Average is out now.
A bold manifesto for brands that refuse to blend in.
In this book, The Brand Guys share the real tools and stories behind their UnAverage Framework™ — the same approach used to transform brands like WASBAR, Boardwalk Hotel Aruba and The Ostendian.
For entrepreneurs and creatives who want to stand out, connect emotionally, and build brands that are remembered.
What people say about us
Steven Baeyens
CEO Kleyo
What The Brand Guys delivered goes far beyond rebranding. They uncovered our essence and translated it into an identity that feels right to the core. Positioning, target audience, story, look & feel - everything came together. And they did so under a timeline where most partners would have stepped back. They went all in for us. Today, we have a brand our entire team is proud of, and one that sets us up perfectly for our next phase of growth.
Lieven Vanlommel
CEO Foodmaker
With Foodmaker Café, we needed clarity. On our vision, our direction, and how our hospitality brand should evolve alongside retail. This process helped us sharpen that story and translate it into something tangible."
"From brand and concept to interior and guest experience, everything now speaks the same language. Foodmaker Café feels true to our roots, but finally ready to scale. This isn’t a rebrand. It’s a clear next chapter for Foodmaker.
Xavier Vercaemst
CEO C-Hotels
We asked for a well-thought-out concept hotel. What we got was something we could only hope for. The Brand Guys didn’t just give us a concept - they gave us a destination. The Ostendian has all the makings of becoming a landmark in the city, a destination within the destination.
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