Some museums do try to frame memberships as something that is part of one's identity. A museum in my city sells annual memberships with a physical card with nice artwork on it, discounts on tickets (including a discount for a friend), and an invitation to a monthly evening event at the museum that is rather quite nice.

I haven't seen Uber or Lyft effectively go down the route of having their service be a part of a user's identity. But Waymo could make an effort, if they wanted to: they use a distinctive car model, and they could offer incentives to make carpooling with Waymo cheaper (to try and make a user 'known' in their social circle for using the service).