Defense Media Activity (DMA) is the Department of Defense's (DoD) direct line of communication for news and information to U.S. forces worldwide. The agency informs DoD audiences, entertains DoD audience overseas, trains Public Affairs and Visual Information professionals, and manages the DoD's visual information. This paper presents an overview of how the Defense Imagery Management Operations Center (DIMOC) will improve its reputation within the defense community and increase brand awareness throughout the U.S. Department of Defense. DIMOC's mission is to integrate imagery capabilities while centrally managing and archiving current and historical visual information media from throughout the DoD. DIMOC's higher headquarters, Defense Media Activity (DMA), established a balanced scorecard methodology in December 2014 for implementing a strategic planning and management system in support of DMA's strategic management framework. As a result, DIMOC reviewed internal practices and determined there was room for improvement in reputation management. Strategic objectives, measures, targets, and initiatives were developed to make DIMOC the most sought after resource in the VI community.