Tried it again, I have 2 bulbs, set one to "advanced Zigbee bulb", hit configure, confirmed I could turn it off/on from device page "commands" section, but setting levels did not work either on that page or from the dashboard.
Wonder if it's because both bulbs are part of a group with group messaging enabled?
Just changed four Sengled E11-G13 to the Advanced Zigbee Bulb driver, did the Configure as per @gassgs, saved preferences just incase, tested everything, and all working great. Changed HSM light alerts to flash the bulbs