The cover of Forbes in September 2019, features in The Wall Street Journal, customer stories in The New York Times—these are a few of the mile markers in enterprise software and automation technology giant UiPath’s meteoric journey
. To recap the company’s roots, its goals, and how it got where it is today—as well as to catch some advice from a PR pro at the top of her game—we recently spoke with the company’s Chief Communications Officer, Toni Iafrate.
Q: You played an instrumental role building UiPath’s brand over the past several years. What sticks out to you as key turning points in creating that iconic brand?
A: Over the past few years of our partnership with V2, we set very aggressive goals to support the company’s journey to become an iconic tech brand – and we met them. When I reflect back on key milestones, what sticks out most are the strong relationships we built with media over the years that resulted in major coverage opportunities. This level of exposure put us on a global stage and positioned us as a company to watch.
Q: What lessons would you share with other PR professionals as their companies embark on building iconic tech brands? What does it take?
A: First and foremost, building an iconic tech brand starts with a company vision to change the world and a mission to build technology to make that vision happen. We set our sights high and worked toward those goals every day. It also requires:
- Access to and enthusiastic buy-in from customers, investors, and analysts to offer third-party validation
- Transparency and boldness around sharing financial and corporate data to highlight adoption and leadership
- A robust arsenal of storytelling fodder, be it for corporate/culture and executive profiles, tech- and vertical-focused thought leadership, or product and partnership news
- Investing the time and financial resources needed to create a powerhouse marketing and PR program that would get attention