Self-deprecation is crucial. He needs to be willing to be the butt of the joke, and it needs to be genuine - false modesty from the rich, famous, and attractive fools no one.
It's an odd thing for Brady to have to overcome - his own dominance as a player. But it's real. He won so much as a player that, at least initially, he's going to have a hard time winning over fans.
If he can come across as normal and authentically good-natured, those who want to loathe him are going to be awfully confused when they catch themselves enjoying listening to him.
The bigger piece, of course, is the approach he takes as an analyst. He cannot enter the booth like Tony Romo in 2017; that level of enthusiasm from Brady would seem insincere.
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