The current plan for the Lana Character was for it to be a heel, but with the gimmick that she has and the reaction that she is receiving from the WWE Universe, it could pretty much mean that she will end up being a babyface.
This character was originally envisioned for Eva Marie, but that didn’t work out, then later on it was considered for Emma as the Emmalina Character, that also didn’t workout as after debuting the character she went back to her Emma Character. The character was repackaged and given to Lana, Lana has owned the character and delivered it so well that both the WWE Universe and the WWE Officials are pleased with the outcome. Because of this, we are assured that great things are yet to come for the Lana Character. 
Source: Wrestling Observer Newsletter