diff --git a/docker/api/build.py b/docker/api/build.py
index 1f6a6e2d..9c8b4e6a 100644
--- a/docker/api/build.py
+++ b/docker/api/build.py
@@ -131,14 +131,14 @@ class BuildApiMixin:
             )
         if tag is not None:
             if not utils.match_tag(tag):
-                raise errors.DockerException(f"invalid tag '{tag}': invalid reference format")
-
+                raise errors.DockerException(
+                    f"invalid tag '{tag}': invalid reference format"
+            )
         for key in container_limits.keys():
             if key not in constants.CONTAINER_LIMITS_KEYS:
                 raise errors.DockerException(
-                    f'Invalid container_limits key {key}'
+                    f"invalid tag '{tag}': invalid reference format"
                 )
-
         if custom_context:
             if not fileobj:
                 raise TypeError("You must specify fileobj with custom_context")