This is what other players think of his style. They can believe them to be aggressive or passive, bluffer or one who will only bet if they had a good hand. The image that they hold will determine the actions that other punters will take and on the best way to provoke their reaction.
As the punter’s level grows, their image becomes important. The reason why you would want to build an image is for you to lead the opponent to incorrect moves. When you have a conservative image, you can bluff your opponent to believing you have a good hand, those who have a wild image will have an easier time getting their good hands to pay.