Guest: Steve Patterson, a coach at CEO Coaching International. Steve spent more than 35 years as a successful executive and entrepreneur in a variety of areas, including professional sports, college athletics, finance and construction, media, branding, and crisis communications.

Quick Background: An effective brand fills customers with positive vibes and projects crystal clarity about what a company does and what it stands for. Whether a company is starting up, scaling rapidly, or recovering from a stumble, that brand also has to maintain a careful balance between consistency and adaptability so that customers want to stick with the business on its journey to BIG.

On today's show, Steve Patterson details the specific brand initiatives he executed for four professional sports teams and a university, and how CEOs can apply the lessons from his experiences to make any brand better.