In 2022, consumers have fundamentally lost trust in what companies say, making both marketing and sales more difficult than it has ever been. Modern behavioural science makes it abundantly clear that trust is the crucial component to ultimately making a sale. This same research has also made it clear that trust can only truly be garnered through relationship with other human beings. Successful personal brand strategy raises the profile of the humans behind the business, allowing prospective purchasing decision makers to build deeper relationship, garner trust and ultimately be compelled to take action. Craft's team of consultants, copywriters, PR specialists, podcasters, designers and digital marketers build multi-channel personal brands for the Founders, CEOs and senior executives of leading companies around the world, including for senior leaders at Fortune 500 companies. Unlike other personal branding entities, Craft's experienced corporate professionals do not prioritise vanity metrics such as blind reach and engagement, but rather build comprehensive personal brand strategy that ultimately generates actual ROI in the form of commercial opportunity for our clients and their businesses. Once we have achieved success with our clients' personal brands, Craft are often approached to become involved in the building, implementing and managing of their business's brand strategy.