You've Got Personality
It may sound odd, but you should create a personality for your business. Give your business human qualities that help you create a selling strategy. Define your personality by looking at your prime customers and why they buy from you. Is it because your company is fun? Reliable? Nice? Sassy? Quirky? Cutting edge? Once you know what your company's personality is, you can focus your efforts on promoting those traits.
Excerpted from 303 Marketing Tips: Guaranteed To Boost Your Business