When writing the image to USB device using Rufus, if the Partition Scheme is set to GPT, the device is not read correctly on boot.
The reimaging process was designed for compatibility, and must be reside on MBR partitions. You will need to recreate the reimage process ensuring that the Partition Scheme of MBR has been chosen.
GPT (Globally Unique Identifier Partition Table) is a new partitioning standard that allows the use of drives over 2TB and up to 128 partitions. It is not native on older equipment that do not support UEFI. The reimaging process will fail to load if you have formatted the USB media using GPT.