BizSugar.com › Marketing › The bunny that outran the tiger – lessons in corporate behaviour and image

For my money, it’s not so much about all the checks and balances that we put in place to try and protect ourselves, but the conviction and passion we put out there to attract what we want. Therein lies a key that a lot of businesses miss. They don’t understand the difference between corporate image and corporate identity. Corporate identity is the nuts and bolts of the design and appearance of the company. Corporate image is the perception that is generated by the vision, actions, passion and activities of the company.