What's better for blogging - a general tone or one that's more brand-focused?

I hope I'm articulating this question properly so bear with me. If an SEO is writing blog posts for a client say, Bob's Plumbing, is it better to write in a more general tone, i.e. "A professional plumber can unclog your toilet.." or is it more beneficial to emphasize the client's brand, i.e. "Bob's Plumbing can unclog your toilet..."?