Which of the following is correct, or better?
The image of the mayor is being tough and conceited.
The image of the mayor is tough and coneited.
To be honest, I don't think either sentence is correct. The image, as a concept, can't be tough and conceited. You need to link the image to another noun or pronoun. I'm trying to think of a way I would say this...
The image of the mayor is one of him being tough and conceited
The image of the mayor is one of toughness and conceit