How to use this guide

Your guide to telling the Ultimate story

If you’re reading this, you’ve taken the first step to becoming an Ultimate insider. A specialist on everything that makes us...well, us. Which makes you uniquely qualified to share the news about everything we have to offer.

This guide will help you do that in a way that’s consistent with Ultimate’s brand voice. These guidelines and elements not only distinguish us from the competition but also help convey a strong and powerful message across all communications.

What is a brand?

Let's talk about brand

In the simplest sense, “brand” is how people distinguish one product or service from all the others in its category. But there’s far more to a brand than just a name and a logo. A brand encompasses every aspect of how that product or service is perceived by its prospective and current users. That can be a tricky concept to wrap your head around, because perception is intangible. A brand name exists in the real world, but a brand? A brand really exists in an individual’s feelings and perception.

Now let’s take a closer look at the Ultimate Software brand. At Ultimate, we rely on all of you — our champions, ambassadors, and advocates — to help us consistently present our brand in the best possible light. We want to make an impression not just with our HR and technical expertise, but with the “People First” philosophy that’s the driving force behind our brand. This book provides the resources and insights you need to achieve that goal.

Our voice

Ultimate’s brand voice is not a set of grammar rules; it’s a reflection of our people-centric mindset. We want customers to remember that, when they partner with Ultimate Software, they’re taking the first step to a happier workplace. Here you’ll find guidelines for all our ambassadors to reference when communicating for the brand.

Speak like a person.

Ultimate Software’s voice shouldn’t sound like software — it should sound like a person. With UltiPro® having so many exciting features and capabilities, it’s easy to get caught up in the details. But we always strive to keep our messaging friendly, conversational, and distinctly human.

Stay positive.

The Ultimate Software voice is positive, inclusive, and inviting — just like our brand. And those merits stand on their own. We don’t need to draw comparisons to other brands, and we never say anything that could be perceived as negative or disparaging. Our voice should stay unambiguous and genuine.

Keep it simple.

We take pride in our solution being easy to use and understand, so let’s mirror that in the way we communicate. Look for ways to condense or eliminate anything unnecessary.

Our brand promise.

We believe that software should work for people. Not the other way around.

At Ultimate Software, “People First” isn’t just a marketing slogan. It’s our mantra. We believe it, we evangelize it, and we live it each and every day. Putting people first has always been a cornerstone of our culture. That’s what drives the creation of innovative solutions we offer our customers today — solutions specifically designed to help them put people first.

The “People First” platform is how we align our customers’ values with our own and distinguish ourselves as a people-centric solutions provider.

We are on a mission to help businesses everywhere become more successful by creating and supporting people-centric environments, just like we’ve done for ourselves.

Value proposition.

Simply put: people are your company. They control everything — your products, your services, and how you separate yourselves from the competition. Make no’s your people that matter most to the success of your business.

Winning companies put people first. If you focus on recruiting, cultivating, and retaining good people, you’ll see better results. Period.

At Ultimate Software, we get this. In fact, we built our company on the profound belief that people are the most important ingredient of any business. People management is all we focus on—and for 25 years, we’ve refused to do anything else. It’s that important.

And we walk the talk. We put our people first—and it shows in everything we do. In how we run our own business. In the fact that we’re consistently ranked among the best places to work in America. In our choice to focus exclusively on HR solutions that help you put your people first. And in the fact that we design people solutions for exactly that...people.

When you partner with Ultimate, you get the unified technology and service experience you need to put your people first—from recruitment through retirement. We seamlessly merge people and technology so that the HCM tools you use don’t get in the way of the work that you do. We know that no matter how sophisticated our cloud technology is—it's not the technology that matters. It's the results: how well we improve the personal work experience for you and your people—the power behind your business. With UltiPro, technology becomes invisible and you simply get the tools you need to let your people thrive.

The moment you join our family, you’ll get what the “People First” experience is all about. Ask any employee, customer, or business partner if Ultimate Software really puts people first. We’re proud of what we know you will hear.

What sets us apart?


When we say putting people first is the way to win, we’re speaking from personal experience. Because at Ultimate Software, we built our own organization on the belief that people are the most important ingredient of any business. Thanks to our people-centric culture, we’re able to attract and retain the best talent — and consistently rank among the best places to work in America.


Ultimate’s HCM solution, UltiPro, blends our people first mentality with technology-driven user experience. Our exclusive focus on HR technology and person-centric approach to product development ensures that each customer gets the exact functionality they need to empower their people. So they can worry less about process and more about cultivating top talent and getting the most from their workforce.


From the very beginning, Ultimate Software has been committed to exceeding expectations. So when customers choose us, they’re choosing more than an HCM provider; they’re choosing a partner for life. We provide services such as lifelong complimentary training, because we care about the success of our customers as much as they do. This comprehensive approach to service frees up more time to focus on core business objectives across the entire organization.