It isn’t about who talks the loudest, its about what they say.

I love brands with personality. I may be a bit biased but Bunny Butt Apothecary and Beekman1802 are companies that aren’t afraid to be bold and put their individualism out there for all to see. Of course, many people who be turned off by their personalities but the argument goes that better to have fewer loyal followers than shoot for the masses and have no followers.

Jones Soda and Axe Deodorant built their brands battling enormous incumbent players by growing a cult following via their remarkable personalities (turkey flavored soda and men getting tackled by woman on campus).

A common hesitation in decision making often features these two arguments: 1) No one else is doing it, we can be totally original versus 2) There must be a reason no one else is doing it, lets stick with what works.

There is more instinct than science at play when deciding how much personality to instill in a brand – but please open the personality flood gates and give your customers something to talk about.