My first playthrough, I was a goody 2 shoes, I got the hero tag in fort joy and about 2 other times in driftwood.
My second play through, I was sebille and a total b!@#$ to everyone I met. I didn't get the villain tag until driftwood, but I got it about 7 times there.
I honestly think it's tied to random things. I didn't kill a lot of people out of the blue, mostly just a natural dialogue then choosing the evil answers.
