I've been reading the book of Proverbs recently, and one aspect that I'm beginning to appreciate is the need to maintain a good reputation.
Maintaining your reputation is a very wise thing to do. The image you project is part of your reputation. It's not just a wise thing, but a requirement for office of a bishop in the church: "He must also have a good reputation with outsiders, so that he will not fall into disgrace and into the devil's trap." (1 Tim 3:7).
[The fact that Paul mention's the devil also links maintaining our reputation as part of spiritual warfare.]
We work and live in a society. If we live alone, perhaps we needn't care. But in a society of humans we deal with other humans, and humans have memory. They remember. Also, they communicate.
Reputation helps us to extend our boundaries of influence. It helps us to open doors and thereby allows us to create change. (Esther 9:4)
In fact, reputation is so important that the entire industry of marketing and branding is built around the concept of reputation.
But maybe because of that, the idea of maintaining your reputation has gone into the area of sin, as-in spin and lying.
But I think that that is a corruption of something good. We should maintain our reputation but not through lying but in living a good life and as well as demonstrating love, and faithfulness towards others. (Proverbs 3:3-4).