Image and reputation are two strategic assets that significantly influence the sustainability of an organization, especially amid increasingly intense competition and rising demands to maintain public trust. Image refers to the public perception that arises quickly and is temporary, influenced by direct experiences, organizational communication, and certain conditions. Meanwhile, reputation is a long-term assessment formed from the consistency of behavior, the values upheld, and the organization's track record in fulfilling its promises to stakeholders. This article discusses the concepts of image and reputation along with the factors that shape them, such as communication quality, service experience, transparency, and an organization's ability to manage relationships with the public. The article also highlights various strategies that can be implemented to build and maintain a positive image and reputation, including improving service quality, information transparency, issue management, and planned and consistent communication. Based on qualitative research through literature studies, a strong reputation does not only arise from image creation but also from consistent organizational behavior, commitment to ethical values, and the ability to convey messages effectively. Therefore, organizations need to ensure that every form of communication and operational action aligns with core values so that a positive image can develop into a sustainable reputation.