Having a personality in business is a challenge that every company has to face. People aren't only interested in products or services; they are interested in confirmation and assurance. Confirmation that they made the right choice in choosing your business, and assurance that they are in good hands.
One struggle with business is that it can often feel too much like well... business. I have noticed that people would often rather have a good time in both work and social settings.
As a social media marketing manager, I had the opportunity to interact with customers on a daily basis. I never saw a single customer face-to-face, so one could assume that I didn't have much a relationship with the customers. But, I had both unique and great interactions with practically everyone I talked to.