Everyone has experienced some sort of brand disappointment: the 'I didn't expect that from X' feeling. This failure of branding is a thorn in the flesh of marketing departments; often the problem is beyond their control and often it causes one of the most memorable - and most negative - experiences people have of their brand. In this article we will discuss the ways in which companies can engineer the delivery of their brands so as to reduce this risk and create enduring value. This paper is concerned with the how: the way in which leadership brands bring their uniqueness to life to remain coherent and distinctive in all that they do. In order to grow leadership brands, we must understand how they are built into the organisation.