Corporate identity is a company's effort to present itself to the public in a consistent way in every respect.
It is a marketing strategy by which a company tries to create a generally positive awareness of itself among the public, based on prestige, credibility and importance.
Corporate identity sets the rules and behavior of the company as a whole. It maintains a uniform presentation of the company and thereby makes the brand easier to remember.
Corporate identity can include a uniform logo, the use of the same colors, consistent conduct of employees, the use of the same slogans (claims) and the use of the same advertising materials.