This self-instructional module on creating an effective business image is the fourth in a set of twelve modules designed for small business owner-managers. Competencies for this module are (1) identify the key factors which contribute to formation of a business image and (2) assess your current image and determine if it communicates the appropriate impression to the public. Provided are information sections on why be concerned about a business image and elements which shape a business image (e.g., appearance, personnel, type of merchandise, advertising). Also provided are two learning activities designed to assess the basic elements which shape a business image and to assess a philosophy of doing business, one pamphlet from the Small Business Administration ("Knowing Your Image"), and a script from a cassette tape designed for use with this module. (The final report of this project is available as CE 017 858.) (JH)