Businesses need to become more inclusive and equitable in their dealings and remain the drivers of economic growth while delivering real value to stakeholders. Making sustainability a key aspect in the operations of a business is a daunting task. A number of factors influence this process not least of which are business excellence models (BEMs) and the „triple-bottom-line‟ approach. This article asks what sustainability is, and what makes a business sustainable. It also explores the role that environmental sustainability plays in the notion of a business brand. A conceptual framework for a sustainable business enterprise is presented.