Customers want to know your business.
Customers and clients want to know the story of your products, your history and your people. When customers connect with your business or organization on an emotional level your leads and revenue and customer base will increase.
If your customers don't perceive your business as being different than your competition, then you don't have a competitive advantage.
When potential customers understand the difference between you and your competitors the result is their selection of your product or service.