diff --git a/Dockerfile b/Dockerfile
index 7c55d73b4..6b072222c 100644
--- a/Dockerfile
+++ b/Dockerfile
@@ -2,13 +2,6 @@ ARG GO_IMAGE=gcr.io/gcp-runtimes/go1-builder:1.13
 ARG RELEASE_IMAGE=scratch
 FROM ${GO_IMAGE} as builder
 
-LABEL org.opencontainers.image.authors='airship-discuss@lists.airshipit.org, irc://#airshipit@freenode' \
-      org.opencontainers.image.url='https://airshipit.org' \
-      org.opencontainers.image.documentation='https://docs.airshipit.org/airshipctl/' \
-      org.opencontainers.image.source='https://opendev.org/airship/airshipctl' \
-      org.opencontainers.image.vendor='The Airship Authors' \
-      org.opencontainers.image.licenses='Apache-2.0'
-
 ENV PATH "/usr/local/go/bin:$PATH"
 
 # Inject custom root certificate authorities if needed
@@ -32,6 +25,14 @@ ARG MAKE_TARGET=build
 RUN for target in $MAKE_TARGET; do make $target; done
 
 FROM ${RELEASE_IMAGE} as release
+
+LABEL org.opencontainers.image.authors='airship-discuss@lists.airshipit.org, irc://#airshipit@freenode' \
+      org.opencontainers.image.url='https://airshipit.org' \
+      org.opencontainers.image.documentation='https://docs.airshipit.org/airshipctl/' \
+      org.opencontainers.image.source='https://opendev.org/airship/airshipctl' \
+      org.opencontainers.image.vendor='The Airship Authors' \
+      org.opencontainers.image.licenses='Apache-2.0'
+
 ARG BINARY=airshipctl
 ENV BINARY=${BINARY}
 COPY --from=builder /usr/src/airshipctl/bin/${BINARY} /usr/local/bin/${BINARY}
diff --git a/Makefile b/Makefile
index 9ee8339fc..0fa66c96b 100644
--- a/Makefile
+++ b/Makefile
@@ -32,6 +32,9 @@ DOCKER_IMAGE_TAG    ?= latest
 DOCKER_IMAGE        ?= $(DOCKER_REGISTRY)/$(DOCKER_IMAGE_PREFIX)/$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)
 DOCKER_TARGET_STAGE ?= release
 PUBLISH             ?= false
+# use this variable for image labels added in internal build process
+LABEL               ?= org.airshipit.build=community
+COMMIT              ?= $(shell git rev-parse HEAD)
 
 # go options
 PKG                 ?= ./...
@@ -141,6 +144,10 @@ images: $(PLUGINS_IMAGE_TGT)
 .PHONY: docker-image
 docker-image:
 	@docker build . $(DOCKER_CMD_FLAGS) \
+		--label $(LABEL) \
+		--label "org.opencontainers.image.revision=$(COMMIT)" \
+		--label "org.opencontainers.image.created=$(shell date --rfc-3339=seconds --utc)" \
+		--label "org.opencontainers.image.title=$(DOCKER_IMAGE_NAME)" \
 		--target $(DOCKER_TARGET_STAGE) \
 		--build-arg MAKE_TARGET=$(DOCKER_MAKE_TARGET) \
 		--tag $(DOCKER_IMAGE)
@@ -152,6 +159,10 @@ endif
 $(PLUGINS_IMAGE_TGT):
 	$(eval plugin_name=$(subst docker-image-,,$@))
 	@docker build . $(DOCKER_CMD_FLAGS) \
+		--label $(LABEL) \
+		--label "org.opencontainers.image.revision=$(COMMIT)" \
+		--label "org.opencontainers.image.created=$(shell date --rfc-3339=seconds --utc)" \
+		--label "org.opencontainers.image.title=$(DOCKER_IMAGE_NAME)" \
 		--target $(DOCKER_TARGET_STAGE) \
 		--build-arg MAKE_TARGET=$(plugin_name) \
 		--build-arg BINARY=$(plugin_name) \