Your reputation is usually a result of your actions involving others; Sometimes, it does not accurately reflect who you are, just how others see you. Other times, it is social Karma for the those of indiscretion.
Your reputation both precedes you and follows you; so long as people know people.
Sometimes you earn your reputation, other times it is handed to you by Life and her turmoil. In either case, it's usually up to you to perpetuate it.