This article highlights the corporate image as a strategic communication tool for security sector agencies. The prospects of image for a security sector agency are outlined with regard to image formation and reparation. Image formation is based on the principles of objectivity, openness, credibility and trust whilst avoiding deception and manipulation. Best practices and failures in image formation are listed from the U.S. and Ukrainian security sector agencies’ experience. The suggested guidance on image formation for security sector agencies encompasses the author’s recommendations on effective image formative discourse and the corresponding institutional policy development.