The first and foremost thing to remember about blogs is that they are a way for a person to express themselves. So with this in mind the first and most important thing to create is a personal profile.
Your profile is a way for people to get to know you a little better as a person. Your profile should include a picture that makes you look human, not a corporate robot. As well as a little bit of information about you personally and professionally. Ultimately your blog profile is a way for people to relate to you. People like to do business with those they know and trust and this is a way to create that trust.
One of the biggest mistakes new bloggers make is they think of a blog as just another website and use the regular company mantra in place of a profile. While it may keep your lawyers and accountants happy, company mantra does build intimate customer relationships.
When posting to a blog you should write as if you were writing a letter to a close friend. Tell personal stories; if you are referring to a product or service say what it has done for you. If you are talking about someone in our group you have done business with, say how they made you feel. The reason blogs are becoming so popular is that unlike the mainstream media they allow people to feel personally involved with the information they are receiving.