How is your company seen by your clients? To improve the brand image of your company, you must see everything you do as your brand, not just the design and marketing materials.
Your brand is not something separate from your business it is the central theme which determines how you do everything within your organisation. If you have a clear idea of what you stand for, what your brand values are, then you must stick with that idea throughout everything. A brand is more of a reputation than a company logo. It is a mark of quality and a promise that when a client buys your product or service, they will get that assured quality.
How good is your product? How good is your service? How well is your company managed? All of these factors determine your brand. So, one might be tempted to say "image is everything", but actually, I prefer "Everything is image".