Many chief executives and business leaders regard the brand as a purely marketing communications issue. They imagine branding as a separate track from their day-to-day efforts at building the organisation, except when the organisation is faced with a crisis. Branding is really about the chief executive’s job, if the brand is eroded, the CEO’s competence is called to question. Branding and organisational development are not exclusive of each other; the brand provides a foundation for all business activities, including potential growth. Branding goes well beyond marketing. Any branding effort an organisation undertakes will have limited success if business leaders, as brand custodians do not ensure that all aspects of the business reflect and are aligned to the values, essence and identity of the brand.