The only caring I have for how others view me is for people who are important to me, and for important issues to me.

So, for example, I don't go blasting out in conversations about how I'm atheist to customers. Outside of that, I don't care, but the business is my livelihood and there are still lots of misconceptions about people like me. I don't need people thinking their mechanic is screwing them over because he's some godless heathen, so if religion comes up in conversation I keep it vague, nod, and smile.