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Because your image matters as a business, how far should you go—and how much do you have to spend—to convey a positive message for your enterprise?

“Investing in image is an important part of building any business, and when done consciously, will accelerate growth, revenues and satisfaction for all parties involved,” says Judy Winslow, a coach and consultant with Bright Pointe Creative Solutions , based in Florida.

The Socially Conscious Route

Many businesses are taking the trendy route, opting for green, eco-friendly trades. Others are making social change and community involvement their angle. Are these branding concepts good for your business?

“Hopping on the green bandwagon [for example] when it hasn't been an integral part of your business is a bit like making snow. It's not the real thing, even if you can ski on it,” says Susan Harrow , the California-based author of Sell Yourself Without Selling Your Soul: A Woman's Guide to Promoting Herself, Her Business, or Her Cause with Integrity & Spirit. Basically, if you’re selling eco-friendly cleaning supplies, for example, it’s easier to go green than running a sustainable Web design business (but they are out there!)

Michael Katz of Massachusetts-based e-newsletter hub Blue Penguin Development , agrees.

“The idea of going green as a marketing tool—if it doesn't reflect what you believe—is a waste of time,” says Katz, who instead recommends entrepreneurs asses their core values.

Author: Kristen Fischer

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