diff --git a/Makefile b/Makefile
index 729f5de43..ee493397c 100644
--- a/Makefile
+++ b/Makefile
@@ -23,7 +23,7 @@ BIN_DIR = $(OUTPUT_DIR)/bin
 # docker related vars
 DOCKER ?= docker
 REGISTRY ?= gcr.io/heptio-images
-BUILD_IMAGE ?= $(REGISTRY)/golang:1.8-alpine3.6
+BUILD_IMAGE ?= gcr.io/heptio-images/golang:1.8-alpine3.6
 # go build -i installs compiled packages so they can be reused later.
 # This speeds up recompiles.
 BUILDCMD = go build -i -v -ldflags "-X $(GOTARGET)/pkg/buildinfo.Version=$(VERSION) -X $(GOTARGET)/pkg/buildinfo.DockerImage=$(REGISTRY)/$(PROJECT)"
diff --git a/docs/build-from-scratch.md b/docs/build-from-scratch.md
index 0edde6fb2..338fdbe24 100644
--- a/docs/build-from-scratch.md
+++ b/docs/build-from-scratch.md
@@ -21,13 +21,9 @@ The files are installed in `$GOPATH/src/github.com/heptio/ark`.
 
 ## 2. Build
 
-### Using a locally built image
+You can build your Ark image locally on the machine where you run your cluster, or you can push it to a private registry. This section covers both workflows.
 
-To ensure that your Ark deployment uses your local image rather than pulling from an image registry, you'll need to explicitly set the `spec.template.spec.containers[*].imagePullPolicy` in your deployment file to `IfNotPresent`. This file is either `examples/azure/00-ark-deployment.yaml` if you're using Azure, or `examples/common/10-deployment.yaml` for all other cloud providers.
-
-### Using your own registry
-
-If you want to push the Heptio Ark images to your own registry, set the `$REGISTRY` environment variable (used in the `Makefile`). This allows any node in your cluster to pull your locally built image.
+Set the `$REGISTRY` environment variable (used in the `Makefile`) if you want to push the Heptio Ark images to your own registry. This allows any node in your cluster to pull your locally built image.
 
 `$PROJECT` and `$VERSION` environment variables are also specified in the `Makefile`, and can be similarly modified as desired.
 
@@ -39,6 +35,9 @@ sudo make all
 To push your image to a registry, use `make push`.
 
 ## 3. Run
+
+### Considerations
+
 When running Heptio Ark, you will need to account for the following (all of which are handled in the [`/examples`][6] manifests):
 * Appropriate RBAC permissions in the cluster
   * *Read access* for all data from the source cluster and namespaces
@@ -50,6 +49,14 @@ When running Heptio Ark, you will need to account for the following (all of whic
 
 See [Cloud Provider Specifics][9] for a more detailed guide.
 
+### Specifying your image
+
+Once your Ark deployment is up and running, **you need to replace the Heptio-provided Ark image with the specific one that you built.** You can do so with the following command:
+```
+kubectl set image deployment/ark ark=$REGISTRY/$PROJECT:$VERSION
+```
+where `$REGISTRY`, `$PROJECT`, and `$VERSION` match what you used in the [build step][3].
+
 [0]: ../README.md
 [1]: #0-prerequisites
 [2]: #1-download