diff --git a/packages/backend/package.json b/packages/backend/package.json
index 03d768ca0b..f9bf855371 100644
--- a/packages/backend/package.json
+++ b/packages/backend/package.json
@@ -10,7 +10,7 @@
   },
   "scripts": {
     "build": "backstage-cli backend:build",
-    "build-image": "backstage-cli backend:build-image example-backend",
+    "build-image": "backstage-cli backend:build-image --tag example-backend",
     "start": "backstage-cli backend:dev",
     "lint": "backstage-cli lint",
     "test": "backstage-cli test",
diff --git a/packages/cli/src/commands/backend/buildImage.ts b/packages/cli/src/commands/backend/buildImage.ts
index 258ef102d7..14b62d2894 100644
--- a/packages/cli/src/commands/backend/buildImage.ts
+++ b/packages/cli/src/commands/backend/buildImage.ts
@@ -18,10 +18,17 @@ import fs from 'fs-extra';
 import { createDistWorkspace } from '../../lib/packager';
 import { paths } from '../../lib/paths';
 import { run } from '../../lib/run';
+import { Command } from 'commander';
 
 const PKG_PATH = 'package.json';
 
-export default async (imageTag: string) => {
+export default async (cmd: Command) => {
+  // Skip the preparation steps if we're being asked for help
+  if (cmd.args.includes('--help')) {
+    await run('docker', ['image', 'build', '--help']);
+    return;
+  }
+
   const pkgPath = paths.resolveTarget(PKG_PATH);
   const pkg = await fs.readJson(pkgPath);
   const tempDistWorkspace = await createDistWorkspace([pkg.name], {
@@ -34,7 +41,8 @@ export default async (imageTag: string) => {
   });
   console.log(`Dist workspace ready at ${tempDistWorkspace}`);
 
-  await run('docker', ['build', '.', '-t', imageTag], {
+  // all args are forwarded to docker build
+  await run('docker', ['image', 'build', '.', ...cmd.args], {
     cwd: tempDistWorkspace,
   });
 
diff --git a/packages/cli/src/commands/index.ts b/packages/cli/src/commands/index.ts
index e8406231a5..e8b7fccfee 100644
--- a/packages/cli/src/commands/index.ts
+++ b/packages/cli/src/commands/index.ts
@@ -36,9 +36,12 @@ export function registerCommands(program: CommanderStatic) {
     .action(lazy(() => import('./backend/build').then(m => m.default)));
 
   program
-    .command('backend:build-image <image-tag>')
+    .command('backend:build-image')
+    .allowUnknownOption(true)
+    .helpOption(', --backstage-cli-help') // Let docker handle --help
+    .option('--build', 'Build packages before packing them into the image')
     .description(
-      'Builds a docker image from the package, with all local deps included',
+      'Build a docker , all extra options are forwarded to docker build',
     )
     .action(lazy(() => import('./backend/buildImage').then(m => m.default)));
 
diff --git a/packages/create-app/templates/default-app/packages/backend/package.json.hbs b/packages/create-app/templates/default-app/packages/backend/package.json.hbs
index 53bfd6d990..8fc1e3bbe1 100644
--- a/packages/create-app/templates/default-app/packages/backend/package.json.hbs
+++ b/packages/create-app/templates/default-app/packages/backend/package.json.hbs
@@ -9,7 +9,7 @@
   },
   "scripts": {
     "build": "backstage-cli backend:build",
-    "build-image": "backstage-cli backend:build-image example-backend",
+    "build-image": "backstage-cli backend:build-image --tag example-backend",
     "start": "backstage-cli backend:dev",
     "lint": "backstage-cli lint",
     "test": "backstage-cli test",