The Italian has already stated that the club will discipline Cole for his outburst at the FA on Twitter, and he has ordered his players to show more respect.
"The image of the club is very important to us of course," said Di Matteo. "We have rules, and anybody who breaks the rules faces disciplinary action against them.
"We strive to have high standards and hopefully, going forward, we can be better at showing those.
"I come from Switzerland so I like rules, and rules are there to be respected. I wouldn't say I'm a disciplinarian but, when you live and work in a group environment, you need rules to be able to live together and work together."
The Blues currently sit top of the Premier League.