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the four seasons of branding (that have nothing to do with strategy)


spoiler: your body is your best

branding strategy. period.


Your creativity has seasons. Your business has cycles. You are not meant to push all the time.

As women, we move through inner seasons every month, and when we ignore them, we often end up feeling disconnected, drained, or confused about what’s “wrong” with us. The truth? Nothing is wrong. You're just in a different phase right now.

It’s no accident that you don’t know much about your cycle, and why it's connected to making business (as a woman). Patriarchal systems have a vested interest in keeping you disconnected from your own power, because confusion makes you easier to control. Shame keeps you small. And a woman who understands her biology as a source of strength? She’s a threat to a system built on constant, linear productivity. So, they told you your cycle was inconvenient. Messy. Weak. But the truth is... it’s your greatest blueprint. Not just for your body, but for how you create, live, and lead.


It’s time to reclaim what they tried to bury.


Whether you’re bleeding, blooming, or burning out, your brand work doesn’t have to fight your rhythm. It can honour it.


Below, I’ve mapped out some of my offerings and tools to support you through each phase of your inner cycle, so you can create, rest, and grow in a way that feels natural, nourishing, and real.




i'm in my menstrual phase


This is the void. The exhale. You may feel empty, tender, foggy, or undone. Your body is calling you inward. Emotionally, you may feel raw or distant from the version of yourself that can "figure it all out." This is not the time to build, but to dissolve.


Your brand might feel like it no longer fits. Like you're unsure how to talk about your work, or even what you want to offer. You're quietly questioning everything, not in crisis, but in sacred unraveling. The ideas aren't gone, they're just buried under the noise you've been carrying.


Rest. Retreat. Listen. This is where truth starts to gather. Honour the pause. What’s dying is just what's no longer yours. Allow silence to be sacred.


Journal daily in solitude. Let your cyclical wisdom speak. Write what aches. What you long for. What you fear losing. This is your map.


offerings that support this phase ↓




i'm in my follicular phase


Your energy is returning. Ideas bubble up. You feel hopeful, playful, ready to start sketching what could be. This is the spring of your cycle – lightness returns, and with it, your child-like curiosity.


You have visions and possibilities swirling, probably even too many. You're not ready to launch anything yet, but you're dreaming up what’s next. Your brand feels like a garden bed asking to be tilled. You want structure, but no boxing in.


Explore without committing. Play with ideas. Let your creative brain roam, pin images, voice note downloads, journal out strategies. Nothing needs to make sense yet.


Fill in a notion board or vision archive. Spend time in nature. Ask, "What do I want to build, now that I no longer need to prove anything?"


offerings that support this phase ↓





i'm in my ovulation


You're magnetic. Confident. Ready to be seen. Your energy is turned outward, and your expression feels bold and clear. This is the moment of full bloom.


You’re ready to launch all the accumulated ideas, share them, create MORE. You want your work to reflect the woman you’re becoming. You want to be witnessed in your fullness — not a watered-down version of your truth. This is the perfect time for big visibility moves.


So, show up. Share boldly. Make aligned investments. Birth the next chapter of your business from soul, not strategy alone.


Dress up a way that makes you feel sexy, confident, yourself. Speak your truth. Declare what you’re here to do. Let pleasure lead the way.


Also, this is a great time to visit community events, maybe even organising some. Creating live courses and workshop. Taking new photos for your brand. You are shining, girl!


But here’s the thing no one talks about: Ovulation isn’t always a glow-up moment. Yes, this is the phase where your energy can peak. But for many of us, it comes with what’s called ovulation depression, a sudden emotional dip triggered by the rapid hormonal shift. You might feel exhausted, overstimulated, irritable, or even hopeless. And to make it worse? You feel like you’re supposed to be shining. Performing. Glowing.

That pressure to be “on” – to be visible, magnetic, productive – can make the low even harder to sit with.


So here’s your reminder: Cyclical living isn’t a formula. It’s a relationship.


Your ovulation might look different each month. Just like winter can bring snow or soft rain, your seasons shift too. No phase promises predictability. This isn’t about fitting into yet another mould, but about learning to listen. To trust how you feel. Not how you’re told you should feel.


And from my own experience?The moment I stop forcing and start listening, the frustration lifts. I often find that right after my “ovulation dip,” I wake up and suddenly create three new offers in a day. But it only happens when I’ve made space for the down, without shame (I know it's hard!)

Let your body lead. Let your cycle guide your creativity.


offerings that support this phase ↓






i'm in my luteal phase


Your energy is shifting, and it's tender and delicate now, softening as it lowers. With this slowing comes heightened sensitivity and sharper discernment. You might feel anxious, overwhelmed, or like you’re falling behind. Self-doubt sneaks in, whispering that it’s not enough.


But this is exactly when your intuition is strongest, because the veil to your higher self is thinnest. Instead of rushing, lean into this quiet knowing with openness and gentle curiosity. Don’t make big decisions right now; instead, invite support. Slow down. Release what no longer serves you. Begin journaling again to map the subtle shifts within.


You’re in the space of editing and refining, pulling back to see clearly what no longer aligns. It’s tempting to judge yourself harshly, to want to erase or retreat. But what if, instead, you created room to be held through this? To honour the uncertainty without needing to fix it?


This is not a time to burn it all down, but to allow yourself to be seen in the messy, unfinished, and not-yet. Let this phase soften you, revealing new layers of truth waiting to emerge.


Move slowly and ground your nervous system. Create for yourself, not for others. Trust that what’s unraveling is sacred, and a necessary space for your next cycle of becoming.


offerings that support this phase ↓


𖧋 Held & Whole – 1:1 brand & soul mentorship for the sensitive woman who’s done performing



Let your business follow your body. Let your brand become a reflection of your cycles — not a performance of consistency. You're not here to hustle endlessly. You're here to create rhythmically, soulfully, honestly.


And you don’t have to do it alone.


Also, I’m currently creating a cycle-aligned content and brand playbook to help you design and express your work in flow with your body. If you want first access + ongoing resources to honour your creativity seasonally, subscribe to my newsletter and be part of this cyclical revolution.


With love

Saskia x


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