Brand

messaging
architecture

March 2023
 It is a prioritized set of words, terms,
What is a and phrases that summarizes our
brand’s communications goals.

brand It guides how we talk about our brand and

messaging business to customers, prospects, partners,

media, analysts, and fellow employees.

architecture? We’ve based this guidance on internal

stakeholder research, customer interviews,
and analyst validation.

2
About this document
We have organized the brand messaging architecture
into the following three components.

1 2 3
Macro brand Audience-centric Industry-specific
messaging messaging messaging
Who are we, what do What unique value In what ways can
we do, and what future can we create for UiPath help transform
are we building? our customers? industries?

3
How to use this document
The messaging in this document is intended for use for UiPath communications only.
The macro brand messaging is intended to be used as high-level messaging that
should be incorporated into your copy as appropriate for the context. It will
inform/influence your audience-specific messaging.
Some of it is public-facing copy as noted and must not change for brand and
legal purposes.
The audience-centric and industry-centric messaging are intended to help bridge
the gap between the macro brand messaging and the industry and LOB messaging.
This is a starting point for the Industry, LOB, and Executive Storybooks which will be
updated with the next product updates in May 2023. If you need more specific
messaging before this time, please contact Brent Haley.
All adjusted copy should be written in our brand tone of voice per our Writing Style
Guide and submitted for Studio review: Creative Work/Brand Creative Review.

4
Review Process
Messaging review process

Brand Messaging Architecture

Macro brand messaging Audience-centric messaging Industry-specific messaging

Not customer-facing copy

Storybooks Brand Center / Writing Style Guide

Product/Platform Industry LOB/Audience Executive Macro brand messaging Writing style Names Voice

Customer-facing copy

Submit for brand review - required

Sales enablement GTM Social Agencies Events Web

Submit for brand review – encouraged 6

Macro brand
messaging
Refer to this framework
when discussing UiPath at
the highest level.

7
 We believe that automation has the potential to
Brand belief transform industries and improve the lives of people Use as written
Our point of view on the world today around the world.

Brand purpose To accelerate human achievement. Use as written

Why we exist beyond profits

Company vision To enable automation across all knowledge work

Use as written
The world as we’d like to see it to accelerate human achievement.

To build an AI-powered automation platform that

Company mission understands, automates, and operates end-to-end Use as written
How we will make our vision real processes.

8
 There’s a challenge every business faces today—they need to build an enterprise that can
do more without adding more. It’s a constant issue because every new transformation
Unmet need initiative, market opportunity, or unforeseen challenge can force significant investments in
The big problem we’re helping time, money, and talent. And as economic volatility continues to rise alongside customer
expectations, businesses feel a deep sense of urgency to grow and innovate. They need
to solve
technology that ensures no friction between a good idea and its successful execution,
accelerating the organization’s ability to work and realize its vision.

For businesses that need to evolve to survive and thrive through increasingly unpredictable
Brand positioning times, UiPath democratizes automation so that everyone, everywhere in your organization
The unique value we create can help build the foundation for continuous and evolving innovation.

UiPath builds AI-powered automation that radically transforms the way we work in service
Elevator pitch of human creativity and collaboration. Our Business Automation Platform combines the
How we introduce UiPath at leading robotic process automation (RPA) with a full suite of capabilities that empowers
people enterprise-wide to create better ways to operate, innovate, and drive business
the highest level
outcomes more easily and efficiently than ever.

Tagline The Foundation of InnovationTM

This line must always be written as shown in Title Case and
include the “TM” at the end. Please refer to the Writing Style
Our single, unifying message Guide for additional guidance on how to write this line in copy.

9
 UiPath enables companies to achieve better outcomes with greater speed and streamlined operating
flow that transform customer and employee experiences. Our platform understands, automates, and
operates end-to-end business processes across the organization.

Our platform helps organizations, and their employees discover hotspots for new value. The only
automation platform enabling full process automation from finding what can/should be automated to
analyzing results to continuous process improvement.
Benefits &
proof points Our platform empowers your employees to deploy processes that serve their needs while simplifying
company processes, so they run faster, cheaper, and with better flow than ever before.
Why people should
believe us We’ve carefully engineered our platform to automate many diverse processes, helping build bridges to
innovations and scale its impact throughout the rest of the organization. The platform is enterprise-
grade and secure.

You can trust that more of the investments you make in driving value pay off. You can show proof of
value with ultimate platform transparency and always see the progress you’re making. Demonstrate
ROI and gain insights that help you continuously monitor the returns on your investment.

10
 Humble
Brand values Bold Use as written
Principles for how we operate Immersive
Fast

Listen. Learn. Help others.

Challenge. Experiment. Explore.
Brand behaviors Consider. Reflect. Imagine. Not Final
How we show up every day Take action. Preempt. Transform.
Transparent. Open communication.

Signature experience Think: more creatively, collaboratively, and strategically

How we inspire people to think, Feel: empowered to build better ways to work
feel, and do Do: take action on their goals—big and small—right away

11
Our brand platform

Then Now

Purpose Accelerate human achievement.

To enable automation across

Vision all knowledge work to accelerate
A robot for every person™ human achievement.

To deliver the leading To build an AI-powered automation

automation platform to enable a Mission platform that understands, automates,
fully automated enterprise and operates end-to-end processes.

Values
Humble, Immersed, Bold, Fast

Tagline
Reboot Work.™ The Foundation of Innovation™
12
PR boilerplate
Approved

13
 UiPath (NYSE: PATH) is on a mission to uplevel
knowledge work so more people can work more creatively,
collaboratively, and strategically. The AI-powered UiPath
Business Automation Platform combines the leading
robotic process automation (RPA) solution with a full suite
PR boilerplate
of capabilities to understand, automate, and operate end-
How we describe UiPath
externally at the highest level to-end processes, offering unprecedented time-to-value.
For organizations that need to evolve to survive and thrive
through increasingly changing times, UiPath is The
Foundation of Innovation™. For more information,
visit www.uipath.com.

14
Sales elevator
pitch
Approved

15
 UiPath is on a mission to uplevel knowledge work so more
people can work more creatively, collaboratively, and
strategically.

Sales elevator pitch Our AI-powered technology, the UiPath Business Automation
How we’ve adapted our brand Platform, combines leading RPA with a full suite of capabilities
elevator pitch for sales at the to understand, automate, and operate end-to-end processes. It
highest level unleashes massive growth and performance improvement,
while delivering unprecedented time to value.

For organizations that seek to thrive and grow through ever-

changing times, UiPath is The Foundation of Innovation™.

16
 I work for the leader in the enterprise automation market, UiPath. Our mission is to uplevel
knowledge work so people everywhere can work more creatively, collaboratively, and
strategically.
We believe that your enterprise’s most profitable future can be realized by putting
automation at the heart of what you do. It needs to be the way you operate, and the way
you innovate. That way, you’ll bend your growth curve higher and your cost curve lower and
generate massive new enterprise value.

Sales longer When automation is the way you operate, you achieve radical operating efficiency through
digitization. You can quickly compose digital circuits for both existing and new end-to-end
pitch (1 of 2) processes. Workflows will be able to move quickly and continuously across different
How we describe databases, business units, technologies, apps, markets, and functions.
UiPath in more detail By making automation the way you innovate, you give people the mind-space, energy, and
enthusiasm to reimagine what’s possible. You can launch businesses and services faster.
And those businesses will be more durable, flexible, and scalable because they’re built on a
solid digital base.
UiPath creates enterprise technology that allows you to maximize automation’s benefits.
The AI-powered UiPath Business Automation Platform combines the leading RPA with a full
suite of capabilities needed for end-to-end enterprise automation—with unprecedented time
to value.

17
 First, we provide AI-powered capabilities to discover what to automate and to fully understand
processes. So, you know what areas to focus on and how best to improve them before you
automate.
Next, we help you automate processes completely, quickly, and efficiently. Our platform
expands what processes can be automated, from simple to highly complex. It also expands
who can build automations with support for citizen developers, advanced developers, and
everyone in between. And it speeds development with low-code building, solution
accelerators, automated testing, and more.
Sales longer
Finally, we include everything you need to operate a large enterprise automation capability at
pitch (2 of 2) scale. That includes management tools, security, analytics and reporting, and flexible,
How we describe scalable delivery.
UiPath in more detail
And we maximize your success with a global network of business and technology partners
and the world’s largest community of automation developers, users, learners, and educators.
Automation is a transformative force, changing the way people work and empowering them to
do great things. It also generates massive new enterprise value. Our market-leading
technology will help you tap into automation’s power and turn it to your advantage.
For organizations that seek to thrive and grow through ever-changing times, UiPath is The
Foundation of Innovation™.

18
Audience-centric
messaging
Refer to this framework when
you need to frame UiPath
within the context of specific
roles and professions.

19
 UiPath is for those who believe that legacy technology, tedious tasks,
and disconnected processes keep their people from realizing their full
Target mindset potential and helping to build stronger companies that serve their
The ambition we share with our
customers in innovative ways. When we unleash their creativity and
customers
collaboration, the result is more fulfilling work, higher productivity, and
better business outcomes.

Brand promise We free people to think about the future because our automation
The value our customers can
ensures you no longer have to struggle to fix the past.
expect from us

20
 CEO
UiPath helps set a new strategic framework for growth because everyone in your organization can
use automation as a powerful foundation for increasing productivity, driving better business
outcomes, and enhancing customer experiences. All while easing their workloads and allowing them
to focus on more meaningful work.

CFO/COO
You can be a champion of enterprise-wide transformation by up-leveling employee skills for a digital
future. UiPath’s platform discovers hotspots for new value and accelerates value drivers throughout
your organization, empowering your company to address challenges and seize opportunities faster,
Elevator pitch cheaper, and with less risk than ever before. The results are transformed processes with a
Why UiPath matters to significantly enhanced operating flow that better serves your people, customers, and business.
an organization’s
CIO/CTO
leadership UiPath is an accelerant to your transformation agenda. It acts as the intermediary across your
archeological site of technology. It optimizes what you already have across your technologies and
enterprise architecture and makes the site more manageable, easier to navigate, and available to
more people across your organization.

Digital CIO/CTO
UiPath accelerates your digital ambitions, enabling you to become both an automation champion and
a digital disrupter. It provides the digital foundation to drive radical productivity gains and accelerate
new growth opportunities. By generating a flow of automation to everyone, everywhere enterprise-
wide, you become the EX / CX leader.

21
 We help build pathways to more seamless cross-organizational
business solutions, laying the foundation for innovations to scale more
effectively.
Organizational value
How we add value across the UiPath optimizes and pragmatically evolves your current technology
organization stack into a business automation platform, helping your company build
new product and service innovations that will enhance customer
Contact center / CX experiences with greater speed and agility.
Finance & accounting
Human resources / EX UiPath helps your company become more operationally efficient,
Information technology automatically connecting people and systems across your organization
to orchestrate with one another with minimal effort.
Supply chain
Automation COE When your employees have automation at their service, they can
unlock new forms of productivity and bring their ideas to bear much
faster.

22
 We believe automation has the power to transform industries and improve the
lives of people around the world. We are committed to harnessing this power
through an open, collaborative community and empowering its members to
Community value continuously learn and innovate.
How we add value across the
community Academy: UiPath Academy gives anyone, anywhere, an opportunity to learn
how to use automation for free. It is a critical component of our vision of up-
Academy leveling more people in more places to reap the benefits of automation and
MVPs radically improve their lives.

MVPs: Our Most Valuable Professional program awards community members

for their outstanding contributions by supporting their innovations with
educational, leadership, and growth opportunities.

23
 Elevator pitch
UiPath helps transform CX by automating repetitive and complex
processes so agents can deliver critical services faster and more
consistently. Our platform empowers them with the information
needed to provide personalized customer interactions, drive loyalty
by delivering excellent experiences, and improve margins.
Customer experience &
contact center Key points of value
Elevator pitch & key points of value • Connect customers across channels and meet them where they
are.
• Empower agents to deliver personalized experiences and
engagement.
• Increase operational efficiency in contact center operations.
• Understand your customer experience with real-time analytics.

24
 Elevator pitch
UiPath Business Automation Platform accelerates finance-driven
transformation by streamlining complex, disparate transactional
processes and minimizing human error. When used as a
foundational operating platform, employees can better meet their
core strategic goals, like accelerating the month-end close,
advanced analytics, and improving the quality of decision making.
Finance & accounting
Elevator pitch & key points of value Key points of value
• Delivers revenue growth and improves customer experience by
streamlining order-to-cash processes.
• Optimizes working capital and supplier experience from
procurement-to-payment processes.
• Improves data accuracy, making compliance easy and quicker.

25
 Elevator pitch
UiPath accelerates digital HR transformation by creating end-to-end solutions
that connect the HR ecosystem, create a unified experience, and eliminate
manual efforts. We help improve accuracy and speed to increase the HR
skillset, improve employee satisfaction, and ultimately enhance the total
employee experience.

Key points of value

Human resources • Accelerate hiring and improve time to fill by enabling recruiters with digital
Elevator pitch & assistants that help them attract, source, and communicate with candidates.
key points of value • Streamline payroll processes and reduce cycle time by automating routine
report generation, audit preparation, and data entry.
• Improve your time to value in onboarding by enabling bots to monitor
progress, process new hire paperwork, and submit IT tickets setting your
new hires up for success starting on day 1.
• Enhance security permission and compliance by enabling a digital worker to
complete your offboarding process, including exit interviews and system
deactivations.

26
 Elevator pitch
UiPath helps support and scale business model
transformation by consolidating fragmented system
landscapes and providing a fast and accurate exchange of
information across shared service centers, all while
eliminating errors through automatic system maintenance.

Key points of value

Information technology • Transform customer and employee-facing IT services with
Elevator pitch & key points of value end-to-end workflows integrated into ITSM platforms and
conversational AI.​
• Increase DevOps workflows with automated application
management and automated testing.
• Migrate data and configurations from legacy systems to the
cloud, and test modern platforms faster and more
thoroughly​.
• Enhance cybersecurity response with flexibility and agility
and reduce risk.

27
 Elevator pitch
UiPath helps integrate strategic supplier management, demand planning, and
sourcing across legacy systems and data flows. Our platform enables enterprises
to minimize inventory holding costs, enhance customer experience through
predictable delivery times and maximize working capital for costs of goods sold
and cost of supplier management.

Key points of value

Supply chain • Connects decentralized legacy systems with centralized decision-making and
Elevator pitch & improves experiences across all stakeholders, employees, suppliers, and
key points of value customers.
• Build strategic channels and pathways that enable scale and maximize growth
opportunities.
• Data consolidation across suppliers, partners, and customers increase data
agility with forecasting and capacity analysis.
• Align inventory management to sales targets, seasonal fluctuations, and
pricing trends.
• Supplier management across contract compliance.

28
Industry-specific
messaging
Refer to this framework
when you customize your

30
 UiPath is well-positioned for companies facing headwinds in
Cross-industry need highly complex and regulated industries that profoundly impact
How UiPath helps industries how we work and live. They need help innovating while also
operating their current business more efficiently.
Banking & financial services
Healthcare Our team is full of industry veterans and experts who ensure the
Insurance UiPath platform develops for and delivers on the specific needs
Telecommunications of each industry we serve. We give our customers proven
Manufacturing pathways and roadmaps to where and how to deploy our
Public sector platform.

30
 Elevator pitch
UiPath helps to future-proof your operating model by building
end-to-end workflows that automate operations at scale. It
eases regulatory compliance burdens, delivers omnichannel
customer experiences, raises NPS scores, controls operational
costs, and minimizes the risk of human errors.

Banking & financial Key points of value

services • Increase revenue capture:​ remove manual touch points and
Elevator pitch & key points of value enable straight-through processing​.
• Strengthen risk posture:​ improve risk profiles and optimize
existing controls​.
• Raise NPS scores:​ elevate customer engagement with better
journeys and CX​.
• Lower operational costs:​ streamline customer experience
across different channels.

31
 Elevator pitch
UiPath provides transformational healthcare automation that
eliminates burnout-inducing administrative work and helps lower
the cost of care. Health and service organizations use UiPath to
shift from manual, document-driven processes to intelligent, data-
driven healthcare with a holistic view of critical information that
improves patient, member, and staff experiences.
Healthcare
Elevator pitch & key points of value Key points of value
• Transforms slow, error-prone document-driven processes into
intelligent, data-driven healthcare.
• Offers data interoperability for optimized business and clinical
decision making.
• Lowers costs by eliminating workflow inefficiencies and
maximizing the use of staffing resources.

32
 Elevator pitch
UiPath helps drive operational efficiency by turning disjointed
processes into end-to-end customer journeys. Or automation
enables insurers to capture, aggregate, and analyze data to
deliver more intelligent underwriting, claims, and customer
servicing insights.

Insurance Key points of value

Elevator pitch & key points of value • 24/7 omnichannel support:​provide cohesive, always-on
support across multiple products and services.
• Better data delivered:​turn unstructured data into game-
changing insight.
• Attack Inflation: fight rising costs by transforming manual
touchpoints into click-of-the-button automations.
• Strengthened risk controls:​meet dynamic regulations with
even more dynamic operations.

33
 Elevator pitch
UiPath helps telecoms transform - by eliminating administrative work and
helping reduce the cost of serving customers. We enable telecoms to shift
from manual processes to intelligent, data-driven insights that solve customer
issues at the first point. Further, we help streamline processes across
business functions, including automated customer onboarding, complaints
management, customer data verification in contact centers, and automated
provisioning. You can proactively serve customers while eliminating workflow
Telecommunications inefficiencies and empowering employees.
Elevator pitch & key points
Key points of value
of value
• Facilitate self-service processes that empower customers to automate and
troubleshoot, easing contact center burden 24/7.
• Deliver smoother CX experiences by automating routine requests​, such as
moves, adds, and changes.
• Optimize field technician logistics and information access​, through
automated upload and download of customer information and equipment.
• Personalize promotions and campaigns across channels and proactively
meet customer needs. ​

34
 Elevator pitch
UiPath automates complex business operations, adding speed, increasing efficiency, and
driving revenues across the manufacturing value chain. Our solutions reduce time to market,
drive efficiency in operations, ensure on-time full delivery, enrich the customer experience,
and empower employees to achieve more.

Key points of value

• Shorten time-to-market cycles and automate R&D, product, and service offerings along
operations lifecycles and across ecosystems.
Manufacturing • Reimagine manufacturing by building automated sustainability solutions​ into your
Elevator pitch & key operations and business models.
points of value • Streamline end-to-end supply chain operations from procurement, logistics, and
inventories down to dealers and clients across a company’s value chain and broader
industry ecosystem.
• Automate support processes in back-office functions empowering employees to achieve
more.
• Increase efficiency of production, maintenance, and quality operations within and across
company borders.
• Streamline client engagements and enrich customer experience across marketing, sales,
and services in any channel.

35
 Elevator pitch
UiPath helps reduce administrative burden and improve the
quality of public services by streamlining processes at all levels:
clearing backlogs at scale, enhancing citizen experiences with
systems that process requests timely, simplifying public
procurement and compliance, optimizing tax calculations while
conducting checks that reduce fraud in tax and benefit systems.
Public sector
Elevator pitch & key points of value Key points of value
• Centralize legacy systems into a single platform
• Provide benefits accurately and timely with automated audits
and verification processes
• Digitize documentation accurately across systems
• Manage fraud with fiscal oversight and automated early
detection

36
Thank You!