Lana Michelle
Q What do you do?
“As a a right and left brained thinker, I using the art of storytelling to develop exceptional brands”
In agencies, my job title would be called an “account planner” or “brand/creative strategist”. On the client side, my job title would be “Director of Brands”. I create impactful brand strategies, communications plans, marketing strategies & go-to-market strategies that deeply resonates with the identified target audience. I consider myself the “voice of the consumer”.
From brand development (positioning, identity, core values, tone of voice, persona etc.) to executive workshops to full 360 marketing strategies - I am passionate about helping clients achieving their business goals through creating a strong brand and marketing tactics that are strategically developed to get in front of the the right eyes at the right time.
Q What steps did you take to get to where you are now?
I started my career in digital strategy, focusing on social media and influencer marketing, and eventually transitioned into brand strategy, which has become my true passion. On the agency side, I worked with clients in diverse range of industries including spirits, cannabis, beverage, skincare, beauty/cosmetics, fashion, automotive and services.
In 2020, I had the opportunity to build a brand from the ground up at a cannabis start up. I decided to take a risk and in less than two years, our company was acquired by one of the biggest MSOs in the country. During the M&A, I was offered a position with the new company to develop & execute the company’s edible line. I accepted & successfully launched 3 edible brands that made up 15% of total sales in under 6 months of launching.
With experience on both the agency and client sides, I have a unique perspective and the ability to understand and effectively navigate client’s unique goals/objectives.
Q How do you stand out in your field?
I am truly both a right and left brained thinker - I work well with both creatives and c-suite executives as I understand the ins & outs of both of their thought processes.
I am unapologetically myself at all times & truly care about other people. It’s rare that I ever lose touch with past clients and/or co-workers as I value my working relationships.
Q What are you working on right now?
I am currently working on a rebrand for a podcast in the financial tech space. I just finished extensive consumer & market research to determine the white space. Once we discuss the potential routes/opportunities based on key insights during our workshop, I will start creating the new brand strategy. I am open to taking on new clients as I usually am working on 3-4 projects at a time. It helps keeps my mind/creativity flowing!
Q What’s your style?
l like to keep things flexible and tailor my style to what the client and their audience need. I really dive into their world to figure out what kind of creative stuff will hit the mark from the consumer’s point of view.
I’m all about clean, sharp visuals that make the point without any fuss. If that’s what the audience digs, awesome! If not, no big deal—I’m totally up for mixing things up and trying out different styles to get things just right for the client.
Q Out of all your slashies, which one do you wish you could do more often?
Content creation and packaging design. I love both of them but haven’t been able to personally perfect the art of either. (so I am just overly involved in the process instead ;)
Q What is frustrating you right now?
The transition from corporate into freelance & selling myself properly. It’s something I’ve never been good at because in corporate/agency my work speaks for itself. I find it challenging to sell myself because it feels like “bragging”. However, I know it’s required to get my name out there and get consistent work.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Cook for me! I actually love cooking but I end up eating the same thing every day because I don’t have time to learn new recipes that are healthy & clean!
Q What do you wish you could have told yourself, when, and why?
I wish I could tell myself at 25 that there is more to life than just work and to enjoy the journey rather than just focus on the destination/end goal.
Q If you could talk to an expert to gain more insight on something, what would it be about?
If I could sit down and talk to an expert, I'd pick Ryan Holiday's brain about the Stoic philosophy of 'turning obstacles into opportunities.' I'm curious if he thinks this could apply to assembling IKEA furniture without losing your sanity.
Q What kind of opportunities/projects are you looking for?
Brand strategy and positioning, consumer insights, market research, 360 marketing strategies, rebrands, product launch campaigns/plans & communications planning.
Q Describe your ideal job/client/collaboration.
My ideal client is someone who is open, curious & understands the power of branding & marketing.
Q What is your rate?
Typically, I charge $120 an hour for strategy work. However, I usually like to do a custom project fee tailored to each client based on deliverables, hours required & complexity of work. I can be flexible for the right partnership/client, so let’s chat!
Q How should someone approach you about working together?
Send an email to strategylmh@gmail.com and include a brief summary of the scope of work. You can also check out my website to check out some of my most recent work (www.lanahargrove.com)
Q Who is a creative you admire?
Anselmo Ramos - the founder of GUT agency. You can find the most interesting and thought starting tweets on his twitter account @anselmoramos
Q Oh! and… how do you stay creative?
I get out in the real word to get inspired & constantly stalk “ad age” for updates on the newest campaign launches.
This member profile was originally published in August 2023