When discussing plain-spoken conversations between coprorations and their customers (including, but not limited to, blogging), I often cite a real-world comparison. If you walked into somebody's store and the proprietor greeted you with "We leverage existing assets and deliver enterprise-level solutions", you might be skeptical about shopping there. Toby at Diva Marketing describes the business blogging phenomenon in a similar way: corner grocery store relationships.
Blogging helps recreate some of that corner grocery store relationship. How? By letting your customers and prospects in on the humanism of the people who are your company. By allowing customers and prospects to participate in the process of doing business. By encouraging conversations.
On your website, talk to your customers as you would from behind the counter. Trust me, they'll appreciate it.