Summary of General Services

Visioning | Branding | Marketing | Community Building | Org. Development

- Work with companies and non-profits to maximize and leverage their potential in the marketplace by creating unique, defensible and actionable value propositions, messaging platforms, marketing, sales and communication strategies and tactics.

- Team and consensus building and facilitation, communication and collaboration enhancement, executive coaching, leadership development.

- Interested in strategic consulting relationships, interim and advisory roles, collaborations, and alliances.

Team and Brand Building
At Whitney & Company, we direct our clients through the development and evolution of a brand strategy, plan and communication using time proven processes. These processes have been developed and refined in a broad variety of practical cases. Each process focuses on distinct issues related to building a sustainable brand. The processes are designed to work discreetly, but are often used in combinations. The processes are all highly collaborative and are customized for each individual assignment.

Visioning Process
The Visioning Process is the organizational foundation of a strong brand driven enterprise. We use an interactive process of articulating and refining the vision, values and purpose of an enterprise in order to produce 'charter documents' for long term guidance. Our brand process involves all stakeholders of an organization to uncover the authentic beliefs that reside within the organization's existing culture. The awareness and articulation of this shared vision enables all the stakeholders to serve as stewards of the vision.

Brand and Situational Audit
The Brand and Situational Audit is a highly effective research process using one-on-one customer interviews to assess the customer's current relationship with the brand. The process is an open ended guided conversation with a customer as compared to survey-like research. Whitney & Company assesses both key brand attributes and customer behaviors. The Audit enables a company to protect and leverage brand equity with clarity and definition. The Audit is often used in the due diligence process for developing new, mature or evolving brands. The audit provides the foundation for creating Brand Strategy.

Brand Concepting
Brand Concepting is Whitney & Company's intensive creative and strategic process, which is designed to develop the first roots of a comprehensive brand strategy. Many product and service companies do not see themselves or manage themselves as brands, and as such miss opportunities for sustainable competitive advantage. The objective of Brand Concepting is in a one or two day session to generate an abundance of ideas and options and then sort and prioritize their impact and potential. The deliverable is a written summary of action items and ideas, which merit further exploration.

Organizational Scan
The Organizational Scan assesses organizational culture to identify how it may be used as a competitive advantage and where it is intrinsic to company growth. The Scan is essential for fast growth companies with decentralized operations, or those who face integration through mergers and acquisitions. The Scan answers the questions regarding where specific responsibilities, authority and decision making are vested within an organization. It is designed to enable a company to achieve brand synergy, efficiency and competitive advantage, through its organizational culture.

Brand Strategy
Brand Strategy is the process of articulating the decisions a company needs to make about what to do and what not to do in building the brand. The process identifies and elucidates the potency of brand characteristics by bringing strategic definition to them. Whitney & Company projects the market context and opportunity for a brand. The resulting strategy provides disciplined brand management choices that become strategic pathways to organizational vision.

Brand Personality
The Brand Personality addresses the creative dimensions and personality of a brand through its look, feel, tone and voice. Our brand process can provide creative direction and orchestration of brand identity from concept to finished product, package or service.

Brand Education
Brand Education is the process of defining, developing and delivering Brand Education Courses and Coaching for organizations that require it as part of their organizational development, team building and marketing efforts.

Marketing Communication
Whitney & Company offers access to a diverse cadre of high caliber creative resources. We often select and partner with tactically oriented partners like corporate identity, design, web, advertising and public relations firms.