Subscriber Exclusive 
Having second thoughts about first-person branding? You should be
Brands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
There’s no ‘I’ in brand.
No, this isn’t going to be one of those pieces that excoriates individualism in marketing departments and castigates those who step out of the consensus culture with a version of the ‘no-I-in-team’ put-down. Brands can be built either way: in harmonious, consensual togetherness or by brilliantly ruthless lightning strikes of personal genius.
