The Celestial Identity Story

THE CELESTIAL IDENTITY STORY THE IMPORTANCE OF CORPORATE IDENTITY Sometime during 2012 whilst driving down the Vide Boutielle Highway, I was the most shocked person to see a sign indicating the name of a new business place named CELLESTIAL. Obviously this piqued my curiosity and I immediately made a call to my family members of the legal fraternity who indicated that they would undertake the necessary searches and advise me accordingly. During that time needless to say I had to answer a number of queries e.g. had I moved from my current location at Sans Souci? Had I expanded my business? Had I changed my line of business? As above the word CELLESTIAL was information that indicated that the business was a Regional Communications business. Others could not understand how I could do nothing at what appeared to be the use of my business name by another entity. Clearly some were perplexed as they were of the view that if I could not get legal advice in Saint Lucia who else could. Suffice to say that the research showed that there had been no infringement on my right though my company was legally registered, under the name Celestial Self Development Corporation with a trading name Celestial Self Development Centre. The subtle difference is that the other company is spelt with two LL’s. During my enquiry I was approached by the brother of the owner at the OPSR Expo Exhibition who indicated to me that his brother was the owner of a company with a similar name to mine. The drama continues. At the recently held Chamber Awards evening I was approached by one of the team members indicating that I was due to be interviewed on the red carpet. She escorted me to the place only to be told when I got there that as a Judge I was not being interviewed. It was only during the ceremony that it dawned on me that since CELLESTIAL was one of the finalists under the Prime Ministers award for Innovative idea the individual thought it was my company. The owner of CELLESTIAL Mr. Benson approached me and said that his staff had insisted that he came across and introduced himself to his name sake. We had a very pleasant conversation and exchanged business cards. He mentioned that he had on three occasions have people wait in his office on the premise that they wanted to see him only to realize that who they thought they were meeting with was me. The most interesting part of this which helps me highlight the point about the importance of identity was when a call came to my office asking to share how I had been able to get a grant for M$1.2 from a funding agency. My only comment at that point was, “I wish it were me”. I expect that the saga of mistaken identity will continue. It also helps us to appreciate that the name Celestial is associated with our business and we will continue to ensure that we recognize the value of our corporate identity. We take this opportunity to congratulate CELLESTIAL on their recent award and wish them continued success. Thecla C. Deterville Celestial Self Development Centre Sans Souci Castries