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While Mittal took over steel behemoth Arcelor, Tata bought Fords two premium luxury auto brands - Jaguar and Land Rover. Lets now discuss itCorporate identityCorporate identity is reflection of what a company is and how it is perceived by outsiders. 3. It provides the much desired niche for your products or services.Go back to the drawing board:  Dont imitate. This example buttresses the need for mesغير مجاز مي باشدes, logos, mascots, even products or services taking cue from the established corporate identity.What your customers or potential customers think about your company reflects the impression they have in their minds about your company. Why this difference particularly when Mittals are a well known success story in UK while Tatas till recently were relatively unknown entity there. The difference actually lies in the manner in which the two corporate houses are perceived by people. The Tata corporate house came into the limelight only after it bought Tetley. And if Tatas case is anything to go by, it goes a long way in winning you partners that relate to the aspirations articulated by the identity.While the corporate logo helps people remember the company it stands for, it does not help in creating an identity for your company. If crafted and communicated well with help from reputed branding firms specializing in branding corporate identity, the corporate identity gives life to the companys brand equity, its marketing initiatives and its range of products or services offered.Project the personality of the corporation: This projection should be authentic and believable, and it should reflect in the daily conduct.Dont waiver:  Once you have determined the values and the principles you want your company to adhere to, stick to them whatever the lure or situation is. This impression is called corporate identity. In fact Tata were recommended by the labor unions. Take the case of Hewlett Packard which has built its corporate ID around the word invent or Jaguar which has its corporate identity around the word gorgeous - a true reflection of its cars.