In athletics there is one thing that separates good athletes from great athletes and that is consistency. This is true in business as well.
In order to do this you must have defined what you're going to be about. What do you value and do the companies you partner with, the people you associate with, and the jobs you accept fit within your values?
Specifically one thing I've found is that photographers are tempted to adopt a "Nascar-like" approach. Taking any job they're offered or slapping any sponsorship they can onto their body and "partnering" with every company just to get a little publicity without thought or consideration of what they are about. I've certainly been tempted by this at times and have made mistakes even recently and that's ok. We all make mistakes but what's important is that we fix them asap.
Our reputation is the most valuable thing we have and the people we associate with and the ideas we spread certainly affect that.