Your reputation should be built from patterns, not campaigns.

A campaign builds an image; a pattern builds a reputation. Announcements, positioning, and carefully managed impressions all decay because they are not connected to anything that repeats. What lasts is the accumulation of how you behaved when it was ordinary and unobserved, which nobody manages and everybody notices. Patterns cannot be produced quickly, which is exactly why they are believed.

Spend less energy on how something will be perceived and more on doing the same reliable thing repeatedly. Let people arrive at their conclusion from evidence. It takes longer and it does not need defending.