We know we're not supposed to judge a book bit its cover, but we do.
And truth be told, who hasn't at least once bought a bottle of wine because the label was appealing?
What's on the outside counts and often doesn't get the attention to deserves. Just as common is bait and switch packaging ... the sensational headline that gets lots of clicks and eyeballs, but doesn't accurately reflect the substance of the story.
Take a look at your work and how you're packaging it. If it doesn't reflect the position you want to hold in others' minds or the values you wish to communicate, you know what needs to be done.