The importance of this part of your image is well known. The importance of who is saying what is even more important. You will definitely create good words describing what kind of perfect service you are offering or how great your handmade things are. And this is all right and good.
Think that everyone who talks about you and what you do creates your image. Try to make sure your family and close friends who help to spread the word about your business talk about right things in the right manner. By presenting things wrong even damage can be made. Take care of that!