Even if you don't follow basketball, chances are you've heard of "Linsanity" — the incredible buzz around New York Knicks point guard Jeremy Lin that has swept the nation, and spanned the globe, over the past few months. Lin's lightning-in-a-bottle rise to fame has not only inspired sports fans, but also provided valuable lessons that businesses can apply to employee engagement efforts.

• Focus on the team: Even when being barraged with questions about his own stellar performance, Lin always shifts the conversation to spotlight his teammates' contributions. While some players prefer to focus on their own achievements, Lin wisely understands that winning is a team effort. Similarly, when leaders announce positive quarterly earnings, plans for expansion or the launch of a new product, it's important to keep employee contribution front and center of that discussion.
• Capture the imagination: On paper, Lin wouldn't be anyone's first pick as a basketball star. He's not the fastest player, nor the most skilled. Yet, on his path to NBA stardom, he's been able to elevate his own level of play, and that of his fellow players. His underdog status, and his ability to inspire his once-beleaguered teammates to think and act like winners, have captured the hearts of their fans. To engage your workforce, you need leaders who have the enthusiasm, positivity and communication skills to unite employees — and inspire them to perform beyond their expectations.
• Own your mistakes: While Lin's penchant for turnovers has contributed to some of his team's recent losses, his willingness to take ownership of his mistakes and his passion for improving his game have impressed even the most jaded sports journalists. Employees don't expect leaders to be perfect. They do, however, expect management to be accountable for their mistakes, open to discussing what went wrong and committed to finding a solution.
• Foster an environment that promotes success: Lin wasn't a top NBA draft pick. In fact, he was undrafted, cut by two teams and spent plenty of time warming the bench. But with the Knicks, he has found a place in Coach Mike D'Antoni's system that has enabled him to thrive and maximize his talents. With solid leadership, training opportunities and coaching in place, you'll have the tools to help each employee reach his or her full potential — and you’ll foster a culture of loyalty and respect.

Only time will tell if Jeremy Lin has the talent to extend his NBA stardom. One thing is certain, achieving sustained success on the court, in the boardroom or on the factory floor takes an engaged team, with the enthusiasm and desire to bring their "A game" to the job, each and every day.

It can take years to build a great brand … and just one misstep to undermine it. Witness the recent experience of pro basketball superstar LeBron James. Since joining the NBA seven years ago at the age of 18, James has been quick to build a strong personal brand as a team player and hometown hero, while amassing a tidy fortune at the same time. Unfortunately, the basketball wunderkind’s media savvy appeared to desert him when he announced his much-anticipated NBA plans on July 8th, during an hour-long ESPN special titled “The Decision.”

Part infomercial, part kiss-off to his old team, the Cleveland Cavaliers, the event was an ill-conceived PR disaster that left the James personal brand in tatters, earned the derision of fans nationwide and prompted the one-time media darling to appear defensive and uncomfortable in subsequent interviews. While James’ situation is unique in many ways, it’s also a very familiar tale about a brand that’s lost its way. So what should you do when your brand takes a wrong turn? Here are some ideas to consider:

1. Do some soul-searching. When your brand goes south, change for change’s sake is mighty tempting. Surely a new PR firm, ad agency, marketing guru or even CEO will have the answer and quickly right the ship. While it’s true that a fresh perspective can be helpful, more often than not, it’s better to look inside, rather than outside, for initial guidance. Think about your brand values and brand essence. What did your brand stand for in the beginning? What does it stand for now? Is there a gap? If so, is it because your brand has changed or because you’ve lost touch with your brand? Some candid reflection might lead you to the source of the problem … and to a meaningful solution.

2. Throw out the Kool-Aid. In the end, your brand promise has to deliver, so be sure you and your team can clearly separate the facts from the hype. If you can’t, your consumers or employees will do it for you. And in this age of instant information, they won’t be shy about pointing out the discrepancies between your brand promise and brand reality.

3. Hold your brand stewards accountable. Brand stewards must be uncompromising about protecting your brand. "Yes men" need not apply. Great brand stewards can dissuade management from wrongheaded ideas and stave off brand disasters. So if your brand is starting to flounder, take a look at your brand stewards and be prepared to ask some tough questions.

4. Focus on action, not words. Strange advice to find in a communications blog - nevertheless, it’s important to remember that the best way to repair a damaged brand is not through a well-crafted sound bite, but through right action and timely follow-up.

5. Try a slice of humble pie. Believe it or not, brand-building and humility can go hand in hand. While some brands have made their mark by relying on a brash, in-your-face marketing style, brands that endure more often than not exude a sense of dignity, class and quiet confidence.

6. Lead with your heart. Instead of searching for the next cool idea that will generate a lot of media buzz, take a moment to consider this question: Why is the world a better place with your brand in it? After all, a great brand isn’t about a person, product or service; it’s about a human experience. But be warned - if you find yourself grasping for an answer about your brand’s raison d'être, your current crisis is more than a blip on the screen and major changes may be in order.