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, engaged in the production of tablets and cell phones for the local and regional markets.




Some of the callers expressed concern about me not taking what they thought was necessary action as  to their thinking the name was too close to mine and my business had been established before this new  entity. 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.




 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 Compete Caribbean.  I want to state categorically that Celestial Self Development Centre has not been the recipient of any Grand Funds from any funding agency since its inception in 2008.  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.




Our office continues to receive calls for this company, we receive request for donations of tablets, we receive thank you letters, we even received a request to set up a similar business in Dominica from a Government Department.  We also receive invoices. I had the experience of purchasing paper in person when I got to my office I realized that the invoice prepared for me was written to Cellestial and not to Celestial SDC. My staff have been given a script on how to respond to calls meant for Cellestial.  We continue to clarify the nature of our business.




I have received word that there is some contentious issues connected with Cellestial, in light of the above the case of Mistaken Identity continues as enquiries are being made asking if this refers to Celestial Self Development Centre.  I want to state categorically that my company Celestial Self Development Corporation is duly registered and engaged in business as  Business Consultants and Soft Skills Trainers.  We have a wide client base in both the Private and Public Sectors, we have undertaken consultancies on behalf of Regional and International organizations. We are located at Sans Souci and our services do not involve manufacturing of any type.



Please be advised that Cellestial - Regional Communication Limited, and Celestial Self Development Company are NOT one and the same.  There is no relationship or connection between the two companies one is a manufacturer the other which is owned and operated by Thecla C. Deterville provides services as Business Consultants and Soft Skills Trainers and Facilitators.