Companies spend millions telling you what to think about them, and people do a version of the same thing without spending anything. How you behave, how you dress and what you post all add up to a reputation you may or may not have chosen. My advice is to be yourself. Past that, decide what you want people to say about you and your team, then behave in a way that makes it true.
This is the short version. The full lesson, with the story behind it, is in the book.
Take The Summer Camp MBA with you, or get the field notes by email while you work through the lessons here.