Communication: An Art or a Craft? We believe it’s a bit of both. And just like any art form, guiding and managing brand expressions is a skill in itself. That was exactly the theme of the Brand VIP Event in Amersfoort, where Windesheim University of Applied Sciences shared their most valuable insights.
Between Art and Kitsch
When you have 3,000 staff members and 30,000 students using your brand identity, the line between a strong brand expression and a “needs improvement” version can get thin. So how do you empower and inspire internal audiences with the right tools and examples? Linda Frederiks, Strategic Advisor for Brand & Corporate Story at Windesheim, shares her top tips:
- Reserve Time to Maintain and Promote Your Brand Portal
During the implementation phase, the team dedicated about two days a week to building, refining, and populating the Brand Portal. After launch, a team of three spends around 12 to 15 hours per week maintaining and developing it further. That investment pays off—fewer support questions from the organization later on. - Use an Agile Approach to Manage It
Linda explains: “We manage the Brand Portal using an agile methodology. That means clear role definitions (Product Owner, specialist, functional manager, and scrum master), a structured backlog, strong communication, and close coordination between Windesheim and Capital ID.”
This approach keeps things efficient and ensures focus on the right developments. - Make It Easy to Use – and Keep Listening
“The Brand Portal is essential for brand governance. It’s a toolbox that anyone can use to get it right.” Templates help, but Linda also highlights the Office plug-in as a favorite among colleagues. It connects Word and PowerPoint directly to the Mediabank, giving users easy access to approved visuals—right from the tools they already use. That’s how you boost adoption. - Keep the Mediabank Up to Date
Strong visuals are key to strong brand expressions. To keep the image library fresh, Windesheim uses expiration dates. Once a license expires, the image is automatically removed from the selection, and the Mediabank admin is notified. Smart and efficient. - Use the Quitclaim Process
“This way, we always know who appears in each photo, we can find them quickly, and we have the signed agreements on file.” It’s a simple step that adds a lot of clarity and control.
Keep Listening
Let’s be honest—even with a wide range of templates, a user-friendly mediabank, and smart workflows, you’ll never meet every single user’s needs. Linda shared some familiar feedback from colleagues:
- “I just use Canva—it gives me more flexibility than the Brand Portal.”
- “We really need a QR code in the top left corner. Can you add that?”
- “I didn’t like the poster on the Brand Portal, so I edited the download in Photoshop.”
Sound familiar? It can be frustrating, and it’s tempting to focus on the loudest voices. But don’t forget how many people you are helping to create professional brand content independently.
So, what’s the most important thing you can do as a Brand Portal Product Owner?
Keep an eye on usage stats, keep listening, gather feedback—and don’t be afraid to say no when needed.