What's your story? How did you get to where you are now, and why did you begin your company? These are all important questions that will better your personal brand.
You must have the right content that your audience is interested in. If your content is boring, no one is going to want to read it, and they are not going to share it with others. There are plenty of bloggers who were unknown at one time, but once they started creating
Just do some research, put in your keyword and see how other sites look. Take note of what you like and don't like. Don't just completely copy someone's format though. The search engines generally penalize copycats.