The idea of a company having a personality may be strange, but I think it's valid. A company is going to make an impression on people, through their contact with those people (directly or indirectly). Sometimes, there are preconceived notions people hold about a company thanks to word-of-mouth. While this is great advertising, it's also good to take time to personally tell people about your company. You've emphasized the importance of building a relationship with your potential clients and educating them, but I think you should also add a little personality into the equation.
Who is your company made up of?
Sure, there's your product or service ... but who is responsible for these products and services? It can all be summed up with just two categories that all things stem from: Business Owners and Employees. Tell people about them and show your personality (and diversity) as a company! It can work in your favor to show a full picture of who your company is, in order to appeal to more people and to make deeper connections.
It's good to highlight your employees.
Show the world who works for you, who is behind your product or service. As consumers, we all know that our products and services come from somewhere and are often made my someone, but on far too many occasions, we never know where our products are really coming from or who they are made by. We don't have the personal connection to the product, because we don't know who is responsible for it's being. A name changes everything. It builds a connection.
Being personal has its rewards.
Think of your dentist, doctor, mechanic or plumber. In all of these highly personal jobs, there is a specific person you are dealing with. There is one person you are placing your trust in, and most of the time, you think of that person as the expert in the given field. When you think of the company or corporation the person is associated with, your mind is immediately traced to the specialist you use– not necessarily the entire company. If you have a great mechanic, you'll probably refer other people to him, not to his company as a whole. Showing a company's identity allows people to create connections with your company by building relationships with the people involved.
Don't know what to say?
Get to know your company. Get to know your employees. When we create a website for your business, we begin to tell the story. Daniel sees the whole picture of your company, and paints with broad strokes to communicate who your company is and what you are about. However, we usually do not get to meet your employees. It's up to you to continue the story. Tell your clients about your employees. Find interesting things about who they are, their loyalty to your company, their influence in the community, their passions, talents, and tell people! It could really work in your favor. Plus, businesses hardly ever take the opportunity to reach different target audiences, mostly because that would just get convoluted. However, if you highlight different employees, you get the unique chance to reach out to all sorts of target audiences. Reveal who your company is and who your employees are, too!
Along the way...
A thought may creep in that this focus on your employees may take the focus away from you and your company. Although this is true in that your company is telling the story of your employees, the employees are still attached to your company. You're merely revealing your assets. When a business has a website, there is almost always a "Services" or "Products" page, educating clients on the assets the business offers. Why not also educate your clients about your most important assets, your employees? Shine light on the people who make your services and products happen.
If you're a one-man shop, chances are you're already doing a bit of this. If not, get to it! Your company only has you, show clients who you are and build relationships with them.
Where to display this information?
A blog section on your company's website would be a great place to showcase this! Another great way is to have spotlights on employees published in magazines, online or print. Also, you can use Facebook, Twitter or Google+ to tell stories of your employees, or to push your blogs across social media.
Here's the deal: Educating your clients is key. Throw in a dose of company personality, and you've got a mixture for a wonderful business focused on personal relationships. In the process, you're also making a great springboard for word of mouth! It's all about relationships. Continue the story. Turn the page and show people who your company really is.