Charlotte Fortin

Nice to meet you!

I’m Charlotte, and I founded Buttered Branding 4 years ago after seeing the same thing over and over: brands putting out content that looked fine on the surface, but had no strategy underneath it.

Everything felt rushed. Unoriginal. Disconnected from the business it was supposed to support.

Agencies prioritized output over outcome. Promises were made, corners were cut, and the work looked misaligned and forgettable. I knew it could be better.

I’ve always had a strong instinct for branding. I didn’t learn it later or decide to specialize in it. I’ve just always noticed what works and what doesn’t. As a kid, I made crafts and sold them at markets and paid attention to what people stopped for and what they ignored. By 17, I had opened a clothing store and was importing inventory from California, building something intentional instead of copying what already existed. When Instagram first started gaining traction, I used it early as a marketing tool, not for trends, but to shape how people perceived a brand before they ever bought. Over time, that turned into a deep sensitivity to brand alignment. I even ended up in fashion school for a bit. All of it contributed to my ability to feel when visuals, messaging, and values don’t match, even when everything technically looks fine. I notice when something is diluted, when the signal is unclear, or when a brand is trying to be something it’s not.

That same way of seeing is what led me to recognize the rise of brands like Lululemon early on. I wasn’t focused on the product. I was watching the identity form around it and the loyalty that followed. I’ve always been drawn to brands with strong positioning and cult-like followings, brands people don’t just buy from but feel part of. That instinct is what eventually became Buttered Branding. Today, I work with founder-led businesses who care about how they show up. Over the last few years, we’ve worked with more than 50 clients and helped generate over 10 million organic views, with most seeing meaningful shifts within the first few months because their brand finally makes sense. What I’m doing now is the same thing I’ve always done. I notice what works, I notice what’s misaligned, and I bring clarity so brands are recognized, trusted, and chosen.