diff --git a/makefile b/makefile
index 5ea95ea..611c24e 100644
--- a/makefile
+++ b/makefile
@@ -1,7 +1,16 @@
 
 # These variables are used for controlling how the image gets tagged when it's built, and they can be overridden when
 # the call to the make command is made
-IMAGE_NAME = ghcr.io/jrwagz/docker-image-example-template
+
+# These variables are to easily extract the GitHub owner/name of the repo, using just the remote.origin.url
+REMOTE_URL := $(shell git config --get remote.origin.url)
+# this parsing of the owner is a bit complex, but it should work for both git and https remotes for github like follows
+# https://github.com/jrwagz/docker-image-example-template.git
+# git@github.com:jrwagz/docker-image-example-template.git
+REPO_OWNER := $(shell echo $(REMOTE_URL) | sed -E -e "s|.*[:/]([a-zA-Z0-9_.-]+)/([a-zA-Z0-9_.-]+)\.git|\1|")
+REPO_NAME  := $(shell basename $(REMOTE_URL) .git)
+REPO_FULL_NAME := $(REPO_OWNER)/$(REPO_NAME)
+IMAGE_NAME := ghcr.io/$(REPO_FULL_NAME)
 
 # Here we default to an image tag that makes it obvious that it was a local build, and that it isn't coming from CI
 IMAGE_TAG:=$(shell whoami)-$(shell git describe --always)-dirty
@@ -12,6 +21,8 @@ DOCKERFILE_LINT_IMAGE:=ghcr.io/hadolint/hadolint:v2.12.0
 DIVE_IMAGE:=ghcr.io/wagoodman/dive:v0.13.1
 YAML_LINT_IMAGE:=pipelinecomponents/yamllint:0.34.0
 
+# Some of the docker run tasks are better when -it is provided locally, but fail in CI with that value, so here we
+# ensure that the appropriate version is available based on where the commands are being executed
 IS_TTY := $(shell [ -t 0 ] && echo yes || echo no)
 ifeq ($(IS_TTY),yes)
 TTY_ARGS := "-it"
@@ -29,7 +40,7 @@ build:
       -w "$(PWD)" \
 	  -e CI=true \
       $(DIVE_IMAGE) $(IMAGE_NAME):$(IMAGE_TAG)
-	@echo SUCCESS $(FULL_NAME):$(IMAGE_TAG) is built and has been scanned by dive
+	@echo SUCCESS $(IMAGE_NAME):$(IMAGE_TAG) is built and has been scanned by dive
 
 MD_FILES:=$(shell find . -name "*.md")
 .PHONY: lint_markdown