Today we’d like to introduce you to Lexi Miller.
Hi Lexi, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
My parents both had careers in advertising and communication, and we discussed ads and taglines pretty regularly. Now looking back on it, I think my parents were just trying to help explain to me what they did for a living, but I found it interesting. I wanted to understand how to get people to feel and think and get excited about something just by the words that were shared or the images that were shown, or both.
I loved art and psychology in high school and college but wanted to be able to make a living for myself and not end up a starving artist. There was something about business and entrepreneurship that made me feel like I’d have the opportunity to continue to reinvent myself and be successful at different stages of my life.
Working as a designer for about 17 years, I realized I wanted more. I wanted bigger projects and better opportunities. I knew I had more to offer. I needed to home in on what it was that I really loved within design and marketing and focus in on that. I am truly passionate about branding and brand communication — so, I rebranded myself as a Brand Strategist/Brand Designer and now that’s the work I focus on.
My process starts with an in-depth look into “who” a company really is. I use a Discovery process to figure out the organization’s DNA. We discuss competitors and create target personas to help the brand differentiate and build its core messaging. I love this work because I sort of getting to be a “brand therapist.” I get to help businesses better communicate what they have to offer which helps them grow their brand, business and audience.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s never a smooth road…is it? I’ve hopped around a lot. When I first started out, I worked for two big agencies in Baltimore, and then I took the road less traveled (at the time–now it is more popular) as a contractor, working for companies on a contractual basis as a Designer/Art Director.
I’ve spent time at Under Armour, Discovery Channel, T Rowe Price, Havas, and most recently, McCormick. With each contract came a new team, a new way of doing things, a new way of approaching the problem. I am grateful for all of the different experiences I’ve had along the way.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I’m a career Designer/Art Director but I specialize in Branding and Brand Strategy now. I help businesses and organizations realize their full potential and discover their brand DNA, i.e. their brand’s “Soul.” I help Brands communicate with the right customers to gain deeper connections and grow their businesses.
I think what sets me apart is that I am a Brand Partner. I approach everything from a brand experience point of view that aligns with the core strategy we build. I am not an agency that juggles all kinds of projects and deliverables. I don’t pass the work onto someone less experienced and there aren’t layers of communication or playing telephone. When you email or call, it’s me who you get on the other end and all of the agency experience and professionalism that has shaped my almost 20-year career.
How do you think about luck?
I don’t really believe in luck. I believe in being blessed. I think the universe/God provides wonderful opportunities and lessons for us on a daily basis. I love experiencing these moments because it makes me feel like I’m not alone and that someone/something else is with me at all times. I feel very blessed in my life. There have definitely been rocky roads and holes I didn’t know how to get out of, but I keep making it to the other side and I’m better for it.
Contact Info:
- Email: lexi@
leximillerbranding.com - Website: leximillerbranding.
com - Instagram: leximillerbranding
- Facebook: facebook.com/lexi.
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Image Credits:
McCormick, Tigers Milk: Perspective Branding McCormick, Flavor Inspirations: Davis Agency.
