When In-Process is On-Brand

Her popular Instagram feed @atcharlotteshouse attracts sponsors like Lowe’s and Home Depot, who love her colorful DIY content and distinctive, hilarious voice. From refinishing old chairs to making a decorative mirror out of oven bake clay, Charlotte Smith combines unexpected materials to reveal design-savvy results – and brings viewers along every step of the way. But Charlotte, the sole talent behind the power tools, knows she could be doing more for her decade-old brand, which she admits was DIY’d. Her business model, like most successful content makers, relies on engagement and traffic to support advertising revenue – all of which she gets – but her metrics pale next to others in her category. She knows her brand needs some TLC in order to grow. In this work session, Hilary and Amy focus on Charlotte’s website and brand as a whole, making a clear distinction between Charlotte, the person, and At Charlotte’s House, the brand.