Johnny Cupcakes teaches viewers how to start their own business and build up their own brand! You should create an interesting atmosphere for your customers! Find your niche and your theme and go for it! Your store and niche may evolve, and that's okay, it will happen! As your brand grows, you will be able to hire more people and expand. The best idea for your brand and longevity is to make sure you do not sell out to larger corporations or groups. By doing this you will increase your longevity and there will be a higher demand for your goods. You may notice that people might copy your brand, but your brand will always be yours! Always try to put your brand on tour! Also try to make limited edition products that can only be sold at a certain place for a certain time.