Faced with scarce resources and high expectations, school principals must increasingly rely upon the power of persuasion to promote ongoing school improvement. We maintain that the development of a vibrant and tangible leadership brand constructed upon a principal's core values and noble character can motivate stakeholders and stimulate school improvement efforts. In this article, we propose a new metaphor for school leadership that draws upon private sector theories of brand management and conceptions of noble character. We conclude with a set of practical steps that a principal can take to develop a leadership brand that will engender employee support for the goals and direction of the school.