Conditional painting - Matrix

Hello guys, I am doing a portfolio matrix and I am comparing the market share of 3 brands. 

In this screenshot I did a conditional formating by market share, showing where the market is most concentraded. But I want to paint the cells according to the brand. For example if in a cell brand 1 is the most seller, I paint of blue, if in another cell brand 2 sells more, paint red. 

Any ideas about how I can do this conditional?