To lower your bitch fame you can: 1) reject the guard at the crossroad (this won't work after you have agreed to serve him several times) 2). when doing Bartender's quest "troublemaker", take the drunktard out by using force (requires high enough strength and maybe some hero fame).
There are other ways to lower your bitch fame but I think you can explore a bit by yourself :)
To increase your hero fame : When at the crossroad, choose "take a short break". Sometimes you'll trigger the event of bandits robbing the merchant, choose to intervene and then beat the bandits; certain quests from the bartender may increase your hero fame, if I remember it correctly.