How to build an unforgettable brand – Part 1
Part 1 of a new mini-series about how to build a memorable brand; one that's aligned with your vision, purpose and values as well as those of your ideal customer.
Hello, Denyse here, and a very warm welcome to We Are Mimosa, a place for women building businesses which are aligned with their purpose and values. In a world where women are routinely overlooked and underestimated, my goal is to close the gender gap in entrepreneurship, one female founder at a time.
When Holly Tucker and Sophie Cornish were building Not On The High Street (NOTHS), they made a decision that would define their future success. As creators of the first curated marketplace for small brands, they chose to turn away 90% of businesses that applied to sell on their platform. This was a gutsy move for a struggling startup whose only income at the time was the £199 joining fee from these same businesses they were rejecting.
Holly and Sophie were living on credit cards, hadn't paid themselves in over a year, and were facing serious financial worries. The easiest path would have been to accept more businesses and generate much-needed cash flow. But they knew something crucial: their brand was everything. They understood that NOTHS would be judged by every product on their virtual shelves, and protecting their brand's integrity was non-negotiable – even if it meant risking failure.
Years later, when asked why NOTHS succeeded while others failed, Holly and Sophie point to those early decisions. The deep brand roots they nurtured then gave their business the strength to grow into the powerhouse it is today.
I'm sharing this story because it perfectly illustrates what I've observed working with hundreds of female founders: building an unforgettable brand isn't just about logos and colors – it's about making strategic decisions that align with your vision and values, even when it's difficult. And it's absolutely crucial for breaking through the barriers that hold women entrepreneurs back.
But first, before we dive deeper into brand strategy, I'd love to know how your week was? What were 'three good things' that happened to you? Please do share yours in the comments box below.
These are my three good things:
A glorious sunny Saturday on my allotment creating a fruit guild around my apple and pear trees. In case you're wondering, a fruit tree guild is a permaculture technique based on natural eco-systems, where you plant a community of plants that grow and support each other.
Learning that one of my client's home décor businesses was unexpectedly featured in a New York Times article about Halloween decorations, leading to a spike in new customers.
Friday night out and a couple of glasses of wine with a close friend. Last week, I wrote about a tough decision I made recently to leave the Labour Party; one I didn't take lightly, not least because I knew this would upset people I care deeply about. My friend is a senior councillor in the Labour Party and our night out was just the reassurance I needed that the aftermath is going to be okay.
[The Three Good Things exercise, created by Martin Seligman, one of the leading researchers in the field of positive psychology, is a practice that involves writing down three good things that happened during the day or the week and reflecting on why they happened. I ask my business mentoring clients to do this weekly as it helps to overcome negativity and prevent burnout by fostering hopeful thinking.]
The Reality of Growing a Women-Owned Business
Here's a stark reality: 76% of female founders struggle to exceed £50,000 in annual turnover. Only 2% ever reach the million-pound mark. This isn't because women lack talent, drive, or innovative ideas. It's because we face unique challenges in building sustainable, scalable businesses.
If you're an ambitious female founder, your Instagram feed is likely filled with promises of quick fixes and foolproof systems. Build your email list this way. Launch your product that way. Follow this proven formula for guaranteed success. While these tactical approaches might generate short-term results, they often miss the fundamental strategic foundation that sustainable business growth requires.
The truth is, many successful businesses aren't built on tactics alone. They're built on solid strategic foundations – particularly brand strategy. Yet this crucial element often gets overlooked in the rush to implement the latest marketing technique or sales funnel.
I learned this lesson the hard way. Despite having run successful organizations as a CEO, I hit a plateau in my own business. I was implementing all the recommended tactics, taking courses, and following proven systems. But something wasn't clicking. It wasn't until I attended a lunch with Chrissie Rucker, founder of The White Company, that I had my awakening: the missing piece wasn't another tactic – it was brand strategy.
Why Brand Strategy Matters
Think about the brands you love – companies like Sézane, The White Company, or NOTHS. Their success isn't built on tactics alone. It comes from building what I call "unforgettable brands" – brands that:
Stand for something bigger than their products
Create emotional connections with their audience
Make strategic decisions aligned with their values
Build trust through consistency and authenticity
Command premium prices without constant discounting
Attract loyal customers who become brand advocates
This strategic approach to brand building is what enables businesses to break through plateaus and create sustainable growth. It's about moving beyond the 'what' and 'how' of your business to deeply understand and communicate your 'why'.
Over the next five weeks, I'll be sharing a comprehensive guide to building your own unforgettable brand. We'll explore:
What makes a brand truly unforgettable (hint: it's not what most people think)
How to uncover your brand's unique essence
The art of crafting compelling brand stories
Understanding and connecting with your ideal customers
Building brand equity that drives sustainable growth
I'll be using real examples from successful female founders, including my brand muses Morgane Sézalory of Sézane and Chrissie Rucker of The White Company, to show you exactly how they've built their unforgettable brands.
Question for You: Think about a brand you absolutely love. What makes it unforgettable to you? What draws you back again and again? Share your thoughts in the comments below – I'd love to hear your perspective!
Coming Up: Next Tuesday, we'll dive into the science behind unforgettable brands, exploring the "3 Es of Brand Admiration" and how they create the kind of brand equity that helps you break through plateaus. And on Friday, I'll be back with another Her Story, featuring Morgane Sézalory's journey of building Sézane from an eBay shop into a global phenomenon.
If you found this valuable, please take a moment to "❤️" it and share it with other ambitious female founders who might benefit. Together, we can build brands that break through barriers and create lasting impact.
Until next time!
Denyse
About me
If you’re new to my work, it might be helpful if I explain who I am and what I do!
I’m Denyse Whillier, a former Chief Executive with more than 25 years of business experience under my favourite Sézane belt. I upcycle my skills and experience to provide business mentoring and strategic support, reimagined for female founded businesses.
My mission is simple. It’s to make it easier for women to build thriving brands which are aligned with their purpose and values and to close the gender gap in entrepreneurship, one female founder at a time.
To find out how I can support you on your business journey, check out this link. And if you’d like to know more about the results my clients get, here are some of my case studies.
One-off advice | 3-hour intensive | Ongoing monthly business coaching | Done-for-you business audit