Building Your Brand's Resilience in Uncertain Times
How purpose-driven brand building creates businesses strong enough to weather any storm.
Hello, Denyse here, and a very warm welcome to We Are Mimosa, a place for women building brands which are aligned with their purpose and values, and who care about making the world a better place.
Like many of you, I've been processing last week's US election results and what they mean for the global economy, security, and women's rights. While we can't ignore these challenges, we also can't let uncertainty paralyse us. As female founders, we need practical strategies for moving forward while staying true to our values.
But first, how was your week? Mine involved a wonderful reminder about the power of community. Two friends showed up at my allotment this weekend, and together we tackled what felt like an insurmountable task. We cleared a huge section, had a rather satisfying bonfire (the ashes will enrich next year's compost), and got the plot ready for winter. I even managed to plant a verbena hedge that will attract pollinators next season - proof that every ending creates space for new beginnings.
Why Unforgettable Brands Stay Strong
This experience feels particularly relevant as we think about navigating uncertain times. Just as in gardening, business success often comes down to three things: strong foundations, supportive communities, and the resilience to keep planting for the future even when the landscape seems challenging.
Last week, I wrote about how Jane Shepherdson created what she called a "protective dome" around her team at Topshop, demonstrating how effective leadership often means creating spaces where others can thrive even in challenging circumstances. This principle applies equally to building an unforgettable brand - one that can weather uncertainty while staying true to its purpose and values.
The 3 Es: Your Framework for Resilience
As we explored in our recent mini-series on brand building, truly memorable brands go beyond surface-level marketing to create deep, lasting connections with their audience. They do this through what is called the 3 Es of brand admiration:
Enable: They solve real problems and make people's lives better in meaningful ways. During uncertain times, this becomes even more crucial. Your customers need to know they can count on you to deliver genuine value, not just empty promises.
Entice: They create experiences that delight and inspire. When the world feels heavy, brands that bring joy and connection become even more valuable. Think about how Sézane has maintained its sense of joy and community even while navigating global challenges.
Enrich: They contribute to their customers' sense of who they are and who they want to become. In times of uncertainty, people crave brands that align with their values and help them feel part of something larger than themselves.
Women's Secret Advantage: Purpose-Led Growth
Interestingly, research shows that women-owned businesses often demonstrate remarkable resilience during economic downturns and periods of uncertainty. This isn't just coincidence - it's directly linked to how women tend to build their brands and businesses.
Studies have found that women entrepreneurs typically create businesses with stronger stakeholder relationships, more sustainable practices, and a clearer sense of purpose beyond profit. These elements, which align perfectly with our 3 Es framework, create what researchers call "embedded resilience" - the ability to not just survive but often thrive during challenging times.
This resilience comes from what hope theory teaches us about achieving goals in the face of obstacles. Hope isn't just optimism; it's the combination of:
Having clear pathways forward (like your brand strategy)
Believing in your ability to follow those pathways (agency)
Being motivated by something bigger than immediate challenges (purpose)
When you build an unforgettable brand grounded in purpose, you're not just creating a marketing strategy - you're building a resilient business model that can adapt and evolve while staying true to its core values. This is exactly what we saw with Jane Shepherdson at Topshop, and what we continue to see with successful female founders who prioritise purpose alongside profit.
So how do we strengthen our brand's resilience while staying true to our purpose? Let me share some approaches that combine hope theory with practical brand building:
First, think of your brand as a garden (yes, I'm back to my allotment metaphors!). Just as I'm preparing my plot for winter while planning for spring, you need both protective and growth strategies. This might mean nurturing your existing customer relationships more deeply while also planting seeds for future opportunities.
One powerful way to do this is by doubling down on your brand's purpose. When market conditions feel shaky, it's tempting to chase quick wins or copy competitors. But as Shepherdson showed us at Topshop, staying true to your values actually builds longer-term resilience. Your purpose becomes your compass when the path ahead seems unclear.
Building Your Brand's Protective Dome
Think about your brand's "protective dome" - what makes your customers feel safe, supported, and understood? This might mean:
Being even more transparent about your practices and decisions
Creating stronger community connections among your customers
Finding new ways to deliver value that align with your purpose
Remember those 3 Es? During uncertain times, they become even more powerful:
Enable: Look for new ways your brand can solve problems or ease pain points
Entice: Find opportunities to bring joy and connection when people need it most
Enrich: Help your customers feel part of something meaningful and enduring
Growing Stronger Together: The Community Advantage
Just as my allotment task felt manageable with friends by my side, building a resilient brand doesn't mean you have to go it alone. In fact, one of the most powerful things about women-owned businesses is how we tend to create supportive networks and communities around us.
This is exactly why I created We Are Mimosa. More than just a newsletter, it's a community of purpose-driven female founders supporting each other as we build brands that align with our values and contribute to a better world. When one of us shares a success story, it creates a ripple effect of possibility. When one of us faces a challenge, others step in with insights and encouragement.
In uncertain times, this kind of community becomes even more valuable. We share practical strategies, celebrate small wins, and remind each other that purpose-driven brands have unique strengths. Together, we're not just building individual businesses - we're creating a new model of business that prioritises both profit and positive impact.
If you're not already part of our community, I invite you to join us. Share your stories in the comments, engage with other members, and let's support each other in building unforgettable brands that can weather any storm. Because just like those verbena plants I put in this weekend, the seeds we plant today will create something beautiful for tomorrow.
Looking Forward
As we navigate these uncertain times, remember that building an unforgettable brand isn't just about marketing - it's about creating something meaningful that can withstand challenges while making a positive difference in the world. Like my allotment's winter preparations, this work might not show immediate results, but it creates the foundation for future flourishing.
Whether you're just starting your brand-building journey or strengthening an existing brand, remember the three elements that research shows make women-owned businesses particularly resilient: clear purpose, strong relationships, and the courage to stay true to your values. Combined with the 3 Es of brand building, these create a powerful framework for moving forward, even when the path ahead seems unclear.
Over to You
I'd love to hear how you're approaching these uncertain times. How are you strengthening your brand's resilience? What gives you hope? Share your thoughts in the comments below - your insights might be exactly what another member of our community needs to hear right now.
If this resonated with you, please take a moment to "❤️" and share this post. And if you haven't already, consider subscribing to join our community of purpose-driven female founders. Together, we can create something more enduring than uncertainty - a new way of doing business that benefits everyone.
Until next time,
Denyse
About Hope Theory and Brand Resilience: Research shows that businesses built on clear purpose and strong community connections demonstrate greater resilience during uncertain times. This "purpose advantage," studied by both business and psychology researchers, proves particularly strong in women-owned businesses that prioritize stakeholder relationships alongside financial success.
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