It appears that in order to build reputation, it is enough to show great intentions and/or possess a tendency to please everyone.
Building a reputation appears to be the short-term pursuit of a name which could be sought by virtue signaling and other short-term practices, which whither away eventually.
As Rhett Butler says in Gone With The Wind:
“With enough courage, you can do without a reputation.”
One builds character by applying courage and being steadfast in one’s beliefs over the course of a lifetime.
The Bible states in Proverbs 22:1, referring to the long-term character of a person as opposed to quick riches which can be gained by building a short-term reputation:
“A good name is to be chosen rather than great riches, and favor is better than silver or gold.”
The word character is derived from an ancient word meaning “engrave”. This indicates a deep quality of personality which is engraved, as it were, inside of a person and forms part of one’s soul.
Abraham Lincoln said:
“Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” – Abraham Lincoln
Building character requires a life-long effort in doing right by oneself and others.