diff --git a/Makefile b/Makefile
index 247ac07..b84a98f 100644
--- a/Makefile
+++ b/Makefile
@@ -190,7 +190,7 @@ uninstall: manifests kustomize ## Uninstall CRDs from the K8s cluster specified
 
 .PHONY: deploy
 deploy: manifests kustomize ## Deploy controller to the K8s cluster specified in ~/.kube/config.
-	cd config/manager && $(KUSTOMIZE) edit set image controller=${IMG}
+	cd config/manager && $(KUSTOMIZE) edit set image quay.io/metal3-io/ironic-standalone-operator=${IMG}
 	$(KUSTOMIZE) build config/$(DEPLOY_TARGET) | kubectl apply -f -
 
 .PHONY: undeploy