The convenience store next to my apartment plays funky jazz music all day. This is a little unusual given how transactional and cold convenience stores usually are.
Presumably, there are studies that show certain music can affect customers’ moods and push them to spend more money in your store (“Customers buy 15% more crap when you play energizing pop music!”), but I’m glad the owner of my store doesn’t care.
The jazz music is a subtle expression of his identity and tastes.
I love this little store, too. They always have the stuff I need. They are professionals.
Conclusion: you can be a professional without surrendering your identity.