# ChatGLM Brand Voice

> Professional yet energetic, combining technical precision with an inviting, reward-oriented community feel.

## Positioning
ChatGLM is an advanced AI platform offering large-scale context capabilities (1M window) for users handling complex tasks and long-form dialogues. It positions itself as a high-performance tool that rewards active user participation through a gamified points system.

## Voice principles
*   **Technically Confident:** Focuses on specific performance metrics like "1M context window" to demonstrate capability.
*   **Enthusiastic:** Uses high-energy language and exclamation marks to announce updates and promotional events.
*   **Benefit-Driven:** Clearly connects technical features to user outcomes, such as "no longer forgetting" or "one-step completion."
*   **Generous:** Emphasizes abundance and accessibility with phrases like "100% winning rate" and "unlimited quantity."

## Tone by context
| Context | Tone |
|---|---|
| Product Updates | Progressive and authoritative, highlighting technical milestones. |
| Promotional/Marketing | High-energy, urgent, and celebratory (using terms like "Carnival Season"). |
| Functional Benefits | Practical and reassuring, focusing on solving user pain points like memory loss in chat. |

## Lexicon
- **Use:** 更进一步 (further step), 上线 (online/launched), 狂欢 (carnival), 赠送 (gift/bonus), 不再遗忘 (no longer forget), 一步到位 (one-step solution).
- **Avoid:** Not evident from captured copy (likely avoids overly academic or dry technical jargon without a benefit attached).

## Messaging do's and don'ts
*   **Do:** Use specific numbers and percentages (50%, 100%, 1M) to build credibility.
*   **Do:** Use casual punctuation like the tilde (～) and exclamation marks (!) to create a friendly, approachable atmosphere during promotions.
*   **Do:** Frame technical upgrades as solutions to human frustrations (e.g., forgetting long conversations).
*   **Don't:** Use passive language; keep the focus on the "arrival" of new features and the "immediate" nature of rewards.
*   **Don't:** Hide the value proposition; lead with the benefit (bonus points, larger window).

## Evidence
- "GLM-5.2 更进一步，1M 上下文窗口正式上线" (Technical confidence/Progress)
- "积分狂欢季来袭" (Enthusiasm/Carnival theme)
- "长对话不再遗忘，复杂任务一步到位" (Benefit-driven/Practical)
- "100%中奖，活动期间每天均可" (Generosity/Engagement)