Many products and services will seem very similar and virtually interchangeable, so building brand loyalty often comes down to whether clients and consumers admire and trust the people and story of the business that they might interact with. If those people, and that story, seem motivated by something more than just dollars and cents—if they seem to be individuals of integrity, inspired by values of service and community, determined to build a legacy or perpetuate a lineage characterized by ideals and creativity—they are more likely to win over prospective customers. And that is why the Bios and About Us pages on their business websites and written materials need to be top-notch—and to stand out from the crowd, so that they do not read like a thousand others.