How To Diferentiate Your Brand Simply

differentiate your businessWhen doing some work on weekends or a night I like a change of environment.

An as it was raining this weekend I opted for the lounge and turned the TV onto the food channel which is one of my favourites.

One show I watched as I was typing away was DC Cupcakes.

Sisters Katherine Kallinis and Sophie LaMontagne opened Georgetown Cupcake in 2008.

As they say on their website they provide gourmet cupcakes. That is right they only make and sell cupcakes.

Watching the show one of the sisters said they decided to specialise when they were thinking about opening their business.

If you look at their concept it embraces simplicity and specialisation which gives them many advantages such as the differentiation.

Whether you sell products or services there are a few lessons we can learn Georgetown Cupcake.


Because they only produce cupcakes it allows them the opportunity to focus on developing new styles, flavours which from one show they were up to 72 flavours.

The less you offer the more time you have to truly be innovative with your products or services, service delivery, customer service etc.


One thing they also mentioned in the episode was the signature swirl with the frosting.

Competitors may copy but they own it.

When you have a real specialty you can also develop your own signature that customers desire and want to tell others about.

It can set you apart from potential competitors and this applies whether you sell products or services as long as it is a real difference.


From opening their first store the sisters now have a TV show, a book about to be published and have appeared on Oprah.

By specialising you may just find yourself in demand because it becomes very easy for others to see there is something different and appealing in what you offer.

This makes it simple for your customers, peers, partners and the media to spread the news.


On their website in the menu section, they have everyday cupcakes which you would expect. They also have daily specials and seasonal flavours. On the episode I watched they even made a life sized replica of a dog covered in cupcakes.

When you have a real focus on your specialty offerings you can get creative in the way you present your products or services.

Georgetown Cupcake is just one example that shows specialising and simplicity can have definite advantages for your business.

So now over to you, what other lessons can you add to the list?

Photo was selected from their website.



19 Responses to How To Diferentiate Your Brand Simply

  1. Great post. I relate very much. And being a guy who doesn’t have a sweet tooth, I have to admit that cupcakes are always good and their work looks great. I think you reminded readers that no matter what line of business you’re in, creativity has to be worked into the formula.

  2. You’ve given me something to think really hard about. What distinguishes me from other literacy programs for early learners is that I employ music. They respond so well, but I’ve not marketed what the research says about the importance and effectiveness of music combined with the engagement of language development. Okay, I’ve begun typing my new post in your comment box. I gotta stop. Thanks for the inspiration!

    • Hi Pam,

      I haven’t heard of using music with literacy but thinking about it makes sense. Glad you liked the post and all the best in highlighting your difference.

  3. You bring up a good point to “embrace simplicity and specialisation”. Unfortunately for me, I’m someone with too many passions … but what I try to do is find the similar link between two or more of the interests to find common ground.

    Speaking of food, I’m going to run and get some key lime pie 🙂

    • Hi Harrison,

      Hope you enjoyed your lime pie:)

      It is tough when you have many passions, but it does look like you have found a way that suits you which is great. Much better than not having any passions.

      Thanks for your comment.

  4. DC Cupcakes is a great show Susan and a great example of simplification and specialization too. I thoroughly enjoyed reading this and (as a faithful reader), it’s really starting to hit home to me now. I wonder what my signature swirl will be.

    • Hi Sherryl,

      It is a great show and I enjoy watching the interaction between the two. I really appreciate your support Sherryl and any time you want help with your signature swirl just let me know. That said I think one of your qualities we have discussed could be the the basis of it.

  5. Having a distinctive flavor will surely makes you different from others. Just like the picture.. The cupcake looks like other’s cup cakes, but once you’ve tasted it, you can definitely say that the flavor is unique.

    • Hi Akishya,

      The distinctive flavours are definitely one part of their difference which apparently makes a difference to their business.

      Thanks for your comment.

  6. Hey Susan

    Great case story, and yes I too am craving cupcakes and its only 8.30 in the morning!

    I agree with your comments on authorship. More often its not about the book, but being the author automatically lends credibility and assumption that you are a specialist in that particular field.

    • Hi Jackie,

      I think the word assumption is a good one although I do wonder with so many self publishers today whether that credibility may get harder to achieve. Time will tell I guess. Thanks for sharing your thoughts.

  7. That cupcake looks so delicious that I craved it immediately! “Plating” or “presentation”, no matter what one is selling is important.

    What really caught my eye is that they created a book. That seems to be a marketing strategy that really catches people’s eye and builds credibility. There are so many people (including myself) that pursue publication that I’m beginning to wonder what matters more… being an author or the actual content!

    • Hi Keyuri,

      Very true about presentation. My neighbour has a small business making cupcakes and cookies and I often get to be a taste tester on new versions which is why I think I have put on weight 🙂

      You bring up a good point about what is important and with the ease of self publishing I have a feeling at the moment it is more about being an author.

  8. Good article Susan!! Would actually love some cupcakes right now!!

    When you simplify into the way they did you really have to be innovative and constantly come up with new and creative cupcakes and ways of promotion. And as you say, the signature is essential.

    However, getting on Oprah is the ticket to success, in particular if your business is catering to consumers in the US. Nothing seems to beat that:-)

    • Hi Catarina,

      You can’t beat a delicious cupcake can you. I think you have to be innovative whether you specialise or not. True about Oprah and unless you have something special I guess you wouldn’t get that opportunity.

      • One day at the library a biography on Oprah was staring at me. Have never even watched more than 10 minutes or so of her program, but thought it would be interesting to read.

        Got the impression that she decides who and what to feature at random and because of what mood she is in:-