diff --git a/Makefile b/Makefile
index 93041e87..e47f502d 100644
--- a/Makefile
+++ b/Makefile
@@ -22,7 +22,9 @@ PROXY             ?= http://proxy.foo.com:8000
 NO_PROXY          ?= localhost,127.0.0.1,.svc.cluster.local
 USE_PROXY         ?= false
 PUSH_IMAGE        ?= false
-COMMIT            ?= commit-id
+# use this variable for image labels added in internal build process
+LABEL             ?= com.internal
+COMMIT            ?= $(shell git rev-parse HEAD)
 PYTHON            = python3
 CHARTS            := $(patsubst charts/%/.,%,$(wildcard charts/*/.))
 IMAGE             := ${DOCKER_REGISTRY}/${IMAGE_PREFIX}/${IMAGE_NAME}:${IMAGE_TAG}
@@ -118,7 +120,7 @@ $(CHARTS): $(addprefix dry-run-,$(CHARTS)) chartbanner
 .PHONY: build_promenade
 build_promenade:
 ifeq ($(USE_PROXY), true)
-	docker build --network host -t $(IMAGE) \
+	docker build --network host -t $(IMAGE) --label $(LABEL) \
 		--label "org.opencontainers.image.revision=$(COMMIT)" \
 		--label "org.opencontainers.image.created=$(shell date --rfc-3339=seconds --utc)" \
 		--label "org.opencontainers.image.title=$(IMAGE_NAME)" \
@@ -131,7 +133,7 @@ ifeq ($(USE_PROXY), true)
 		--build-arg no_proxy=$(NO_PROXY) \
 		--build-arg NO_PROXY=$(NO_PROXY) .
 else
-	docker build --network host -t $(IMAGE) \
+	docker build --network host -t $(IMAGE) --label $(LABEL) \
 		--label "org.opencontainers.image.revision=$(COMMIT)" \
 		--label "org.opencontainers.image.created=$(shell date --rfc-3339=seconds --utc)" \
 		--label "org.opencontainers.image.title=$(IMAGE_NAME)" \