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My flash image doesn't seem to be persistent

Other Parts Discussed in Thread: TM4C123GH6PM

I have a circuit board with a TI TM4C123GH6PM processor. I am using the Keil IDE with a ULINK-2 connected to the jtag pins. If I press Debug -> start debug session, I can see my image being dowloaded. Similarly if I press Flash -> Download , I can see my image being downloaded.

When I power off and power on the board with the TM4C123GH6PM the processor appears to be running an older executable image. Is there something I need to do to make my new image be persistemt across power cycles?