Newcastle are well placed to qualify for the knockout stages of the Champions League after three wins from four and have made it through to the last eight of the Carabao Cup.
But it's been another story in the Premier League, with the Magpies plagued by inconsistency and languishing in the bottom half.
And Howe now wants consistency across the board.
"We don't want to become associated with that \[cup team\] tag because I don't think it's a healthy one for us," said the head coach.
"We want to be a team that delivers consistently, is strong in every respect mentally. If you're able to just lift yourself for certain moments, you never know when the negative side will show. We can't become associated with that."
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Newcastle have now won five games in a row in all competitions at St James' Park but haven't won on their travels in the Premier League since April.
Howe said: "It's hugely frustrating. We have a style and method of play that works and is hugely effective.
"For whatever reason, and I don't think it's our style, it's probably a combination of factors, we've not been winning the games away from home that we should have done.
"Now we're caught in that trap where it's becoming a topic of conversation and we're more aware of it.
"I don't want to focus on the home and away debate. It's about playing a game of football and delivering a good performance regardless of where we play. The only way we can answer those questions is perform and do the business.
"When you go back and look at our time here we've been pretty consistent through the season. Of course you have dips throughout it.
"We want to make sure we don't become that team that's yo-yoing in terms of attitude or intensity or delivery of performances.
"We really want the identity to be clear in how we play regardless of where we play. I know the players are frustrated as well.
"I don't think it's a lack of effort. The effort and will is there. Now we need to harness that and use the pain from West Ham. It's another opportunity for us to come out of that spell."
In the Champions League, Newcastle are just two points shy of the tally that was required to finish in the top 24 last season.
With four games to go - three away from home - the Magpies are currently in the top eight, which - should they stay there - would see them qualify directly for the last 16 and avoid a first knockout tie.
Howe described qualifying for the knockout stages as a "big prize", and said: "We said at the start of the Champions League campaign that we didn't want to have that feeling that we were just pleased to be in the competition.
“It's serious. We want to progress. We've put ourselves in a stronger position now to do that after the first defeat, but there are still many challenges ahead.”