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UiPath's Journey to Brand Consistency with Writer
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Education
- Equipment & Machinery
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Speech Recognition
- Time Sensitive Networking
Services
- Testing & Certification
- Training
The Challenge
UiPath, a leading enterprise software company, faced a significant challenge in maintaining brand consistency as it grew rapidly. A few years ago, the company underwent a complete brand revamp, evolving into a conversational, friendly, and engaging brand voice. However, as the company expanded, it struggled to maintain this brand voice across all its content. The company lacked a single source of truth for identifying how to format a product name correctly or how to write and sound like UiPath. The initial solution was a 65-page content style guide, but it proved to be a burden to distribute and expect all contributors to understand and follow it. The challenge was to find a dynamic, living, breathing source that could help maintain brand consistency across the company.
About The Customer
UiPath is a leading enterprise software company that specializes in robotic process automation. The company has undergone significant growth and expansion, raising its Series B in 2018 and going public. As the company grew, it underwent a complete brand revamp, evolving into a conversational, friendly, and engaging brand voice. However, maintaining this brand voice across all its content became a significant challenge. The company lacked a single source of truth for identifying how to format a product name correctly or how to write and sound like UiPath. The company sought a solution that could help maintain brand consistency across the company.
The Solution
UiPath found its solution in Writer, an enterprise-grade generative AI platform. Writer's training happens securely on a company's own provided data, resulting in content that's consistent and on-brand. The platform was an obvious fit for UiPath, as it allowed for real-time changes and updates without the need to manually edit and reload documents. Writer also provided a unified voice across the company, helping to maintain brand consistency. The platform was rolled out in a pilot with some of UiPath's most prolific content creators, and the feedback and collaboration were highly encouraged. The relationship with Writer was also crucial, as it allowed for a continuous feedback loop. The platform was also used for onboarding agencies, helping external contributors quickly understand how to write like UiPath.
Operational Impact
Quantitative Benefit
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