1. Weave it into the reality of the world
My favorite way. I think of it as a Red Bull Sign. You don't notice Red Bull signs in sports video games because they're so natural to that location. Find the same for your product.
"So we hang out in pubs and living rooms and News Feeds.
Telling stories of games we saw to people who saw the exact same games. And happily listen as they do the same to us."
-Facebook, "Sport"
"So while you're busy thanking all those who work hard this Labor Day, don't forget to thank a rookie. They'll be wearing the newest Carhartt."
—Carhartt, "Hey, Rookie"
2. Own a small part of the bigger thing you're celebrating
Usually done by using "We" or "Our". This is a trap and always part of bad manifestos. One way to make it work: talk about something really cool and then claim exactly, precisely your tiny piece of it. No more. It should feel small.
"We make tools for these kinds of people. While some see them as the crazy ones, we see genius."
-Apple, "The Crazy Ones"
"We see it in the millions of people we fly around the world.
All of it, living proof: Good things come to those who go."
-Delta, "Runways"
3. Invite the audience to join your movement
Somehow this works. When you're encouraging change, inspiring action, or motivating a movement, you get more permission to use "us" or your brand name.
"That's why Knix will pay athletes to talk about their periods."
-Knix, "Sport Your Period"
"Because we believe a life lived outside is a life well lived.
We'd rather be in the mountains than in the aisles.
Join us on November 27th and opting outside."
-REI, "#OptOutside