I'm trying to install LEDE on my WR2543ND and everything looks ok, except that I lose all my configuration after rebooting or turning off/on my router.
Looks like your rootfs is only in ram...
Did you flash a image with initram in the name?
For persistence you should flash sysupgrade image with sysupgrade tool or luci or a factory image with webgui of tplink firmware or tftp recovery from uboot.
You now have a 4.4 MB large overlay(fs backed by jffs2) on /dev/mtd3, that appears to be fine. Please invoke "firstboot" (which resets/ deletes your configuration again) and reboot one more time, give your router ~5 minutes after the reboot to actually finish its business (generating ssh/ ssl keys, formatting the jffs2 partition) before trying to log in or to configure it, I see no reason why it wouldn't work with a persistent configuration then (if not, please look into "dmesg" and "logread" for clues).