In a global economy, many markets and niches are approaching parity – what’s on offer by one brand is not a whole lot different to what’s on offer by others.

Now that we’re connected to brands we follow in relationship over time, personality matters.

For better or for worse, we like people who are like us (we feel affirmed when we see ourselves in the other person).

The same goes for brands.

In a parity world, personality is a competitive advantage. It will be a dividing line – some people will ‘get you’ and others won’t.

That’s OK. Swinging voters may provide short term sales boosts but never built a brand. The game is now to attract and build a devoted tribe over time.

So don’t be afraid to show your personality, with all your quirks.

Just make sure its yours.