In order to be perceived as nicer or more positive try to take care of your employees. Even when you don’t have to, care about your employees. Give away personal health or mental wellness days once in a while. Buy lunch for the office when it is least expected. Say ‘yes’ to donation opportunities within the community!
My point is that you must make an effort to change how you are perceived in the world. You can be a great business owner without being a jerk.