Brains remember the outlier. In a sea of generic Calibri, a distinct (yet professional) font stands out like a flare. When you advance from the Microsoft Office defaults to a licensed, bespoke typeface, you are buying real estate in the customer's long-term memory.
In the competition between David and Goliath, David didn’t win because he had a louder voice. He won because he had better aim and a smoother stone. For the modern SMB, the font is that stone. Choose it wisely. font smb advance