It's always nice to have an expert on the show -- and it's doubly nice when they come back for another program. With me was Debra Semans, senior vice president for Polaris Marketing Research. Our topic was how to align your organization's systems to deliver on its brand promise -- with a particular focus on employees.

We know that branding goes beyond the traditional marketing activities of advertising, logos and corporate identity. But it happens time and again – a well-crafted brand is done in by employees who just don’t deliver. So, how can you align your organizations execution capability with your brand? Do you have a clear understanding of how to make sure your organization’s actions to deliver your Brand Promise?

One of my favorite take aways from this show was Debra's idea of a brand plan for internally communicating the company's brand. This plan, which articulates the organization's and employee's behaviors (will do/won't do), and how things will get measured, is the keystone to ensuring a systematic approach to living your company's brand. As an example, Debra mentioned how Microsoft builds into their employee reviews criteria for measuring how engaged the employee has been in company and department activities (fun as well as brand-related).

Part of your brand plan is getting each department talking about how they interact and can influence the brand. Yes marketers, even finance influences the brand -- so get them talking about it and identify ways that they will be contributors. Then, everyone is accountable (pun intended!) Lastly, Debra exhorts us to not forget the heritage aspect of our brands -- the emotional side, and how important it can be in the daily lives of employees.

Overall, be intentional. Be specific. And be prepared to look not only at the visual elements of your brand, but at the systems and operational aspects as well if you want to really deliver on your promise.