Ciara Siegel is a Brand & Marketing Strategist with 15 years of experience helping businesses grow—from global giants like Pampers, Godiva, and TikTok to small business owners and solopreneurs building something of their own. She takes the strategy and frameworks that billion-dollar brands rely on—and ditches the bloated timelines, buzzwords, and 40-page PDFs. What’s left is brand clarity you can actually use: messaging that clicks, strategy that works, and a brand that finally feels like you.
What is your typical day, and how do you make it productive?
Not a 5AM-er. I wish I were. I really do. But right now, my mornings are all about getting two little humans dressed, fed, packed, and out the door on time. I’m usually waking up to the sound of my daughter already playing in her room—not the chime of a morning meditation app. That first hour of the day is a blur of backpacks, breakfast requests, and headbands.
Once they’re set, I try to get a workout in a few mornings a week. It’s something I genuinely enjoy, and it helps me feel grounded and clear-headed before I sit down at my desk.
From there, my days fall into two main types:
– CEO Days: No (or almost no) calls. I block time to work on the business—strategy, content, building new offers, or tackling deep client work when timelines call for it. I check in with my interns, outline emails, and do the real thinking that moves the brand forward.
– Call Days: Back-to-back sessions with clients, collaborators, or prospective partners. I batch these so I can stay in the zone and avoid the context-switch chaos that kills productivity.
I’ve learned that real productivity isn’t about squeezing more in—it’s about protecting your focus. That’s why I’m ruthless about time-blocking and keeping certain days sacred. It doesn’t always work perfectly (life happens), but it works more than it doesn’t.
How do you bring ideas to life?
It doesn’t count unless I write it down. That’s always been true for me. If I don’t get an idea out of my head and onto paper—real paper, pen in hand—it floats away. And not just in shorthand. I’ve learned that one cryptic word scribbled in a notebook (“podcast?” or “voice??”) won’t help me later. I need to write enough to remember the spark and the shape of it.
Once it’s down, I move into structure. That’s where frameworks come in. Almost every idea I bring to life—whether it’s for a client or my own business—gets translated into a repeatable system. A way to move from Point A to Point B. A process that can evolve over time, but always delivers clarity along the way.
This is what strategists do—we make plans. That’s really all strategy is: a clear, actionable plan. And that is so me. Whether I’m mapping a brand or planning a vacation, I’m in my element when there’s a purpose, a process, and a path forward.
My whole business runs on that. My Brand Bible format. My 6Cs Audit. My MAP to WIN content framework. These aren’t just tools—they’re containers for big, sometimes messy ideas. And they allow me to offer consistent, high-impact transformation while still making room for nuance, growth, and change.
That’s how I bring ideas to life: I capture them clearly. I shape them deliberately. And I build them to last—and evolve.
What’s one trend that excites you?
Email isn’t optional—it’s essential. At least it is for me. When I first launched my business, I had to shift from pitching an agency to pitching myself—and that was a learning curve. I’ve never been a huge social media person. My Instagram is mostly photos of my kids, and I love the ability to close the app when I need to. I don’t want to rely on a platform I don’t control—especially when the world feels heavy and I need space.
Instead, I’ve built my business by building relationships—especially inside the closed communities I’m part of. And email has become the thread that ties it all together. It’s how I stay in touch, how I share value, how I grow without having to be “on” all the time.
What excites me about the trend toward email over social is that my clients are starting to see it too. The near-ban of TikTok earlier this year was a wake-up call: these platforms are borrowed space. Algorithms change. But your list? That’s yours. It’s durable. It’s direct. And it’s the most underrated asset in most people’s marketing strategy.
Now more than ever, I’m seeing founders, solopreneurs, and small business owners realize the power of owning their audience—and that shift feels like a really good one.
What is one habit that helps you be productive?
My purple pen.
Yes, really. I’ve written with a purple pen for as long as I can remember. It’s my favorite color—but more than that, it makes everything I write feel a little more fun. A little more mine. And I think that’s actually a key to productivity that doesn’t get talked about enough.
One of the biggest reasons people get stuck or feel unmotivated is because the work doesn’t feel joyful—or even tolerable. So if I can make it feel 5% more fun, 5% more me, that’s enough to get me going. Whether that’s the purple pen, the playlist I have on while I plan, or the color-coded Google Calendar blocks I use to structure my week—I build little moments of joy into my workflow.
Because productivity isn’t just about getting things done. It’s about wanting to sit down and do them in the first place.
What advice would you give your younger self?
You’re overestimating the hard parts—and underestimating what’s possible.
That’s what I’d tell my younger self, sitting in my corporate ad agency job in my early 20s, quietly thinking, There’s no way I’ll be doing this once I have kids—but I have no idea what the alternative is.
I used to imagine starting something of my own one day, but the idea of becoming my own CFO, HR department, and operations lead? It sounded exhausting. Paralyzing, even. I had no clue how to form an LLC, send a contract, or keep track of my income. It all felt like too much.
What I didn’t realize then is just how much of it has been figured out for you. Tools like Airtable, Dubsado, Flowdesk—all built to help you stay organized, send what you need to send, and focus on what you’re actually good at. You don’t have to be an expert in every part of business to build one. You just have to start.
And once you do? You’ll be amazed at what you’re capable of. At what you’ll build. At the people you’ll help—and the people who will help you in return.
You’ve got this. And it’s going to be so much better than you think.
Tell us something you believe almost nobody agrees with you.
Consistency beats visibility.
People think I’m crazy when I tell them I don’t use Instagram to promote my business. Or TikTok. Or any of the “must-have” platforms. But I’ve built a thriving business by showing up clearly and consistently—not by chasing every algorithm.
That doesn’t mean I think social media is bad. It’s a powerful tool. You can absolutely grow your reach and expand your audience through it. But visibility without clarity? Without consistency? It’s noise.
I’d rather be known by the right people than seen by everyone. I’d rather deliver value every week to my email list, show up in the communities I’m actually part of, and build relationships that lead somewhere real.
This is something I teach my clients, too. You don’t need to be everywhere—you just need to be consistent with how you show up, what you say, and how you say it. That’s what builds trust. That’s what builds brands.
What is the one thing you repeatedly do and recommend everyone else do?
You don’t need more followers. You need more feedback. One thing I do constantly—and recommend to every client—is talk to your people. Not in a formal “customer research” kind of way. Just… talk. Be curious. Ask good questions. Pay attention.
When I worked on global brands like Pampers, Godiva, and TikTok, we spent millions on getting to know the customer. Focus groups. In-home visits. Deep-dive interviews. Why? Because they knew that if you don’t understand your customer, everything else falls flat.
And yet so many entrepreneurs today skip that part. They guess. Or build in a vacuum. Or rely on a couple of likes or DMs as validation. But real clarity comes from real conversations.
You don’t need a big budget. You just need to start listening:
– Interview past clients.
– Ask for feedback before you build something new.
– Notice the patterns in what people ask, avoid, or rave about.
When you build this habit, everything else gets easier—your messaging, your content, your offers, your marketing. Because it’s not based on theory. It’s based on them.
When you feel overwhelmed or unfocused, what do you do?
Walk away. That’s my first move when I feel overwhelmed or unfocused. I close the laptop, step away from my desk, and change my physical space—even if it’s just to make an iced tea, help my kids for a minute, or take a quick walk around the block. It gives my brain the reset it needs.
Then I come back and do something deceptively simple: I prioritize. I look at what actually needs to get done today. I pick the top three. I honor the time blocks I already set. I make a rule for myself—just finish this before you touch that. Overwhelm usually comes from trying to do everything at once.
One more thing I’ve learned helps me a ton: talking it out. Sometimes I’ll send a voice note to a friend or a fellow entrepreneur. Not to get advice—just to say the thing out loud. And 90% of the time, by the end of the voice note, I’ve already solved it. There’s something powerful about moving the problem out of your head and into the world—even if nobody’s listening.
What is one strategy that has helped you grow your business or advance in your career?
The best strategy starts with you. When I first started my business, I knew I didn’t want to rely on social media as my main marketing engine. I’m not someone who loves being “on” all the time, and the idea of chasing algorithms felt completely draining. But I also knew I needed to be visible. So I made a decision early on: I would show up in communities where the right people were already gathered.
Groups like Dreamers & Doers, Entreprenista, the Like-Minded Collective, and HeyMama (now Luminary) have all played a big role. These are spaces where my ideal audience is actively engaging, asking questions, and looking for support. By consistently showing up there—answering questions, offering value, having real conversations—I was able to build trust without having to be everywhere, all the time.
The bigger lesson? Strategy should align with who you are and where your audience is. There’s no one-size-fits-all playbook. The best strategy is the one that works with your energy, your strengths, and your people. That’s what I help my clients figure out too: how to build a brand and a marketing system that’s clear, aligned, and actually sustainable.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Call me lucky—I’m not on a reality competition show or a pro sports team. There’s no scoreboard in my business. No winner-takes-all moment. I’m not a contestant getting voted off or a product-based founder sitting on shelves full of unsold inventory. I’m a strategist. A service provider. And that means I get to take a different view of “failure.”
I really do believe you win or you learn—but you never truly lose. Business is about iteration. Strategy is about using the data—whether it’s feedback, friction, or your own gut—to make things better the next time around.
When I launched my business, I started with one core offer. It got solid feedback. It worked on paper. But over time, I realized: I didn’t love delivering it. The upfront work was incredibly research-heavy—way too much desk work for what energized me. And even more importantly, I felt like my clients weren’t getting to the transformation fast enough. It took too long to get to the good stuff.
So I paused. I asked: What’s the first, most essential piece of this that actually moves the needle? What’s the work I love doing—and the work my clients truly need first?
That’s when I created what’s now the foundation of my business: helping entrepreneurs build their brand foundations. Not logos or visual identity—but the core of the brand itself: your mission, values, brand personality, audience segments, positioning, and voice. The stuff everything else rests on.
What started as a course-correct became the clearest, most aligned offer I’ve ever created. And it’s what I’ve become known for. That’s not a failure. That’s evolution
What is one business idea you’re willing to give away to our readers?
Write a mission statement you can actually remember—and use. Most people write a mission just to check a box. Something vague for the “About” page or the pitch deck. But I believe your mission should be the clearest filter in your business—the North Star for how you show up, what you build, who you partner with, and how you grow.
It should be simple. One sentence. Something you could say out loud without reading from a slide.
I walk through this exercise in my Brand Builders Bootcamp, and it’s one of the most powerful shifts I see founders make. Because when you have a clear mission, you make better decisions—about what to say, who to serve, and what to build next.
Here are a few of my favorite examples:
• Patagonia: We’re in business to save our home planet.
(visionary and values-driven)
• LinkedIn: Connect the world’s professionals to make them more productive and successful.
(straightforward but deeply aligned with their platform)
Not all of us are saving the planet—but your mission should still feel big. Bold. Anchored in your why. It’s not about sounding grand—it’s about articulating what you’re really here to do.
If you’re writing your own, here’s where to start:
1. Start with a strong verb.
If it fits, lead with action. Words like: empower, connect, advocate, inspire, protect, support, champion.
2. Use prompts to find your focus:
- Why was your business started?
- What motivates you to do your job every day?
- What problem was your business created to solve?
- What would make your business no longer needed in the market?
- What legacy do you want to leave behind?
- What change are you here to create?
Your mission should feel meaningful—to you, your audience, and your future. One sentence. Etched into your memory. A guide for every decision you make.
What is one piece of software that helps you be productive? How do you use it?
Loom has honestly changed the game for me. It’s the tool I use most often to work productively and personally—without needing everything to be a meeting.
Coming from the agency world, I remember how much time was spent in meetings—every feedback round, every check-in, every tiny decision had to be a call. It left so little space for deep, strategic work. One of the biggest shifts I’ve made in my own business is stripping out that bloat—no more 50-page decks, no endless timelines. Loom is one of the tools that helps me do that.
I use it to deliver brand audits, onboarding, follow-ups, and strategy feedback—all in a way that feels clear and high-touch, but totally asynchronous. For example, I recently ran a Flash Freebie Brand Audit to grow my email list. I recorded personalized Loom videos for each participant so they could see exactly what I was looking at—whether it was their website or Instagram—and hear my feedback in real time.
When I host my Brand Builders Bootcamp, if we’re running low on time at the end, I’ll often follow up with a Loom recording to make sure nothing gets rushed and everyone walks away with full value.
I also use Loom with my interns to streamline onboarding. I’ve created reusable video walkthroughs of key tools and processes in my business, and they use Loom back with me when they have questions or want to share progress.
It saves time, creates clarity, and still gives that personal, face-to-face feel—without needing to jump on a live call.
What is the best $100 you recently spent?
The easiest $35 I spend every week is on Pickleball.
A few months ago, I started playing every Thursday night—and for that one night a week, it becomes my entire identity. I was brand new to it, but immediately hooked. A few friends and I signed up together, and we ended up joining this motley, incredibly welcoming crew of regulars who took us under their wing and showed us the ropes.
Now I look forward to it every single Thursday. No business. No responsibilities. Just a fast-paced game, a little trash talk, and a surprisingly great workout. It’s fun. It’s social. It’s totally mine.
And for $35 a week? It’s easily the best investment I make in myself.
Do you have a favorite book or podcast from which you’ve received much value?
If you’ve ever worked with me, you’ve probably heard me quote This Is Marketing by Seth Godin. It’s one of the most foundational books I’ve ever read—and I come back to it again and again. Because if you run a business, marketing is part of your job, whether you want it to be or not. And this book reframes marketing in a way that actually feels human. Values-driven. Possible.
Godin defines marketing as “the act of making change happen.” He talks about what it means to see people, to earn trust, to tell true stories. It’s not about hype or pressure—it’s about understanding who your work is for, what change you seek to make, and how to show up with generosity and consistency.
A few of my favorite takeaways:
• “People like us do things like this.” → That’s one of the clearest ways I’ve ever seen brand positioning explained.
• “Don’t find customers for your products. Find products for your customers.” → I quote this all the time.
• The market has been trained to associate frequency with trust. → I remind clients of this constantly when they feel bored of repeating their message. If you’re tired of saying it, it’s probably just starting to land.
He also breaks down the five-step marketing process in a way that’s become second nature to me:
1. Invent something worth making, with a story worth sharing
2. Build it for the smallest viable market
3. Tell a story that matches their dreams
4. Spread the word
5. And most importantly—show up consistently and generously over time
Whether you’re rethinking your brand, refining your messaging, or just trying to show up more clearly, this book will give you the tools (and mindset) to do it well.
What’s a movie or series you recently enjoyed and why?
Since I already gave you a thoughtful, business-book answer, let me be honest about what I’m watching…
Love Island. Yes, I know. Trash TV. Yes, I know. This should probably not be my answer. But I can’t help it—and I’m clearly not alone.
What fascinates me (beyond the drama and the deeply unnecessary slow-mo) is how much of it is a living, breathing ethnography of personal branding. You see people arrive with their sizzle reel, their catchphrases, and their carefully edited persona. Then you watch what happens when they’re thrown into a chaotic social experiment, filmed 24/7, and slowly shift their image—sometimes consciously, sometimes not.
By the time they leave the villa, they’re not just contestants—they’re public figures with millions of followers, product deals, podcast appearances, and influencer careers. It’s brand building in real time. Messy. Unfiltered. Sometimes strategic, sometimes not. But always fascinating.
Also… it’s just great storytelling. Twists, turns, alliances, drama. I’m hooked.
Key learnings:
- The best strategy starts with you. Build your brand and marketing system around your energy, your strengths, and where your audience actually is.
- Consistency beats visibility. You don’t need to be everywhere—just show up clearly and reliably for the people who matter.
- Your mission should be one sentence, but it should feel big. It’s not just a box to check—it’s your filter for everything you say yes or no to.
- Talk to your audience—often. Real conversations are better than guesswork. Curiosity is your most powerful marketing tool.
- Productivity isn’t about doing more. It’s about working in a way that feels good to you—and sometimes that starts with a purple pen or a Thursday night Pickleball game.
- Bonus: Through the course of this interview, I may have realized my desert island essentials are Pickleball, Love Island, and Seth Godin—but please don’t tell my husband or kids.