How you and your employees are dressed. Your company image sets the stage for how receptive a target audience is for your messages. For service businesses, your image takes on an even greater importance because you are essentially the company's raw material, machinery, inventory and product all rolled into one. An extreme and unlikely example will help make this point. A wardrobe consultant that wears outdated clothes that don't fit to a potential client meeting won't create the image that attracts and retains clients.
Some people confuse reputation with company image.
Your reputation is only one component of an overall image. For example, you may have a reputation for always delivering quality products on time, but your company image also includes the quality of your presentation materials, your advertising, your pricing, etc. It's impossible to discuss the concept of a company image without including its relationship with both product and market positioning. The ice cream is made with high quality, rich ingredients and can demand a premium price. It is not, however, the only premium ice cream.