Tona Michelle on Life, Lessons & Legacy

Tona Michelle shared their story and experiences with us recently and you can find our conversation below.

Hi Tona , thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What do you think others are secretly struggling with—but never say?
For women in my age group, I think it’s dealing with the “change of life”. Going through peri-menopause and menopause while trying to start or grow a business is very challenging. Dealing with brain fog, anxiety, fatigue and a host of other issues can be difficult. Most women don’t talk about how it’s affecting their business as some don’t know what they’re experiencing.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Tona Michelle, founder of The EBI Group (Elite Branding Innovators), and my journey to brand strategist has been anything but traditional—and I wouldn’t have it any other way.

I’ve spent over 20 years immersed in the fashion and beauty industries, starting as a Mary Kay Beauty Consultant, then becoming a licensed makeup artist and working as a key makeup artist for independent films. I went on to style clients for magazine covers, freelance write for fashion publications, and launch my own cosmetics line and online boutique. Every venture taught me something critical about building a brand from the ground up—the visuals, the messaging, the customer experience, all of it.

What makes my approach unique is that I didn’t learn branding in a classroom or agency—I learned it in the trenches, building my own businesses in fashion and beauty. I understand what it’s like to be a founder trying to stand out in crowded, competitive industries. That lived experience is what I bring to every client.

After years of creating brands for myself, I realized my true calling was helping other founders do the same. So I launched The EBI Group to provide strategic branding and business consulting specifically for beauty, fashion, and lifestyle brands. These industries are visual, emotional, and deeply personal—your brand isn’t just a logo, it’s the feeling people get when they interact with you. That’s what I help founders create: cohesive, magnetic brand identities that reflect their vision and attract their ideal clients.

What sets us apart is our mastery of AI technology in branding and marketing. We’ve integrated AI-powered tools into our processes to elevate both the quality and efficiency of the work we deliver. From brand intelligence and competitor analysis to content strategy and visual design, we use AI to uncover insights and create solutions that would be impossible to achieve manually. This means our clients get smarter, more strategic brands—faster.

Right now, I’m focused on making high-level brand strategy accessible through tools like my Brand Audit—a comprehensive, AI-enhanced analysis that helps founders get clarity on their positioning, messaging, and visual identity. From there, we build signature brand systems that give them the confidence and consistency to grow.

What I love most about this work is that I get to combine my creative background with strategic thinking and cutting-edge technology to help visionary founders turn their ideas into brands people remember.

Okay, so here’s a deep one: Who were you before the world told you who you had to be?
Before the world told me who I had to be, I was this fearless creative who just made things happen. I was the kid who put together dance groups in the neighborhood, strutted down makeshift runways, performed in talent shows, cheered on the sidelines, and spent hours designing outfits for my dolls. I didn’t need permission to create—I just did it.

I was showered with love and praise as a child, but somewhere along the way, I became shy and timid. The boldness I had when I was performing or creating didn’t always translate to other parts of my life. But when I was in my creative zone? That’s when I came alive.

Growing up in DC, the message was clear: finish high school, get a good government job, secure the benefits. That was the path to stability, to success. And I internalized that, even though deep down, I knew I wanted something completely different. I didn’t even know the words “fashion designer” or “entrepreneur” back then, but I knew I wanted to be my own boss. I wanted to create. I wanted to build something that was mine.
But life has a way of steering you toward what feels safe, and somewhere in my twenties and early thirties, that dream got buried under practicality and other people’s expectations. It wasn’t until my mid-thirties that I finally gave myself permission to go back to that fearless kid who just created without asking. And that’s when everything changed.

The EBI Group exists because I remembered who I was before the world told me who I had to be. And now, I get to help other founders do the same—build brands that reflect their true vision, not someone else’s idea of what they should be.

Was there ever a time you almost gave up?
All the time. Even now. And if I’m being completely honest, I have given up—multiple times. But I always come back.

For a long time, I thought it was just the struggle of entrepreneurship, the inevitable ups and downs everyone talks about. But what I’ve come to realize is that it wasn’t just about circumstances or bad timing—it was about lack of discipline and accountability.
When you’re a solopreneur, especially in the early stages, there’s no boss holding you accountable, no team depending on you to show up. It’s just you and your vision, and some days that vision feels so far away that it’s easier to walk away than to keep pushing. I’ve had moments where I convinced myself it wasn’t working, that maybe I should just go get that “safe” job everyone always talked about.

And honestly? I still struggle with discipline and accountability. I don’t have a team yet, and I think that’s part of what I’m missing. When it’s just you, it’s easy to let things slide, to give yourself grace that turns into procrastination, to lose momentum. But I’m realizing that maybe what I need is a team—people who are depending on me, who are invested in the vision. Because then it becomes bigger than me. It’s no longer just about my motivation on any given day; it’s about showing up for others and building something that impacts more than just myself.

Every time I’ve stepped away and come back, I’ve learned something. And right now, what I’m learning is that growth requires structure, support, and people who hold you accountable. I’m actively working on building that—because I know this work matters, and I know I’m supposed to be doing it.

So yes, I’ve almost given up more times than I can count. But the fact that I keep coming back tells me this is exactly what I’m meant to do. And I’m committed to building the systems, the discipline, and eventually the team that will help me sustain this vision for the long haul.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
Entrepreneurial success. That’s what I’m committed to, no matter how long it takes—and honestly, it’s taking so long.

I’ve been chasing this goal for years, and I’ve stopped and started more times than I want to admit. There have been seasons where I was all in, building momentum, seeing results. And then there have been seasons where I stepped back, questioned everything, and wondered if maybe success just wasn’t meant for me.

But here’s the thing: I keep coming back. Even when I stop, even when I doubt myself, even when it feels like I’m starting over again—I come back. Because deep down, I know this is what I’m meant to do. I know I’m supposed to build something meaningful, to help other founders create brands that reflect their vision, to prove to myself that I can do this.
The reason it’s taken so long isn’t because the goal is wrong—it’s because I haven’t fully committed to the discipline, accountability, and structure it requires. I’ve been operating as a solopreneur without the systems or support to sustain long-term growth. And I’m learning that achieving this goal means building more than just a business—it means building myself into the kind of leader who can sustain it.

So yes, it’s taking longer than I thought it would. But I’m not giving up. I’m committed to figuring out what I need—whether that’s a team, better systems, or just showing up with more consistency—to finally break through and achieve the entrepreneurial success I’ve been working toward for so long.

Because this isn’t just about me anymore. It’s about proving to myself, and to every founder I work with, that you can keep going even when it’s hard. And that eventually, persistence pays off.

Okay, so before we go, let’s tackle one more area. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days. 
Tap dancing to a 9-5 job? Never. But to work on my own ventures? Absolutely.

There’s a difference between showing up to a job and showing up to work you created. When I was building my cosmetics line, launching my online boutique, styling clients for magazine shoots—those were the days I couldn’t wait to get started. I’d wake up early, stay up late, and every moment felt electric because I was building something that was mine.

I remember the rush of seeing my makeup line come to life for the first time, or the excitement of working on set for a film project, knowing my creative vision was part of something bigger. I remember the thrill of opening orders for my boutique and thinking, “People actually want what I’m creating.” Those moments? I was absolutely tap dancing.

Even now, when I’m working with a client on their brand strategy and I see that moment when everything clicks for them—when they finally see their vision come together in a way that feels authentic and powerful—that’s when I’m tap dancing. When I’m in my creative zone, building systems, designing brand identities, helping founders step into their full potential—that energy is unmatched.
The challenge has been maintaining that energy consistently as a solopreneur. It’s easy to tap dance when things are going well, but entrepreneurship has highs and lows. My goal now is to build the structure and support that lets me stay in that tap-dancing energy more often—because when I’m there, I know I’m exactly where I’m supposed to be.

So no, I’ve never tap danced to a corporate job. But when I’m doing this work? Creating brands, helping founders, building something meaningful? I’m absolutely dancing.

Contact Info:

• Website: https://www.theebigroup.com/aboutus