# Grok Brand Voice

> Minimalist, functional, and direct.

## Positioning
Grok is an AI interface and developer ecosystem. It is positioned as a high-performance tool for X Premium subscribers and developers building with the x.ai platform.

## Voice principles
*   **Functional:** Focuses on utility and action over marketing fluff.
*   **Concise:** Uses the fewest words possible to convey status or instructions.
*   **Direct:** Addresses the user's intent immediately without introductory filler.
*   **Technical:** Comfortable using developer-centric language and command-line references.

## Tone by context
| Context | Tone |
|---|---|
| Search/Input | Open-ended and inquisitive. |
| Product Announcements | Brief and exclusive. |
| Developer/Build tools | Technical and instructional. |
| Legal/Consent | Standardized and formal. |

## Lexicon
*   **Use:** Early access, Build, Imagine, Fast, Subscribers, Messaging.
*   **Avoid:** Chat, Bot, Assistant, Artificial Intelligence (not evident in copy).

## Messaging do's and don'ts
*   **Do:** Use active verbs like "Imagine" or "Build".
*   **Do:** Frame access as a benefit for specific tiers (e.g., X Premium+).
*   **Do:** Keep prompts simple and broad to encourage user exploration.
*   **Don't:** Use flowery adjectives or hyperbolic marketing claims.
*   **Don't:** Explain the technology; focus on what the user can do with it.
*   **Don't:** Use passive voice in calls to action.

## Evidence
*   "What do you want to know?" (Direct, inquisitive input).
*   "Early access for SuperGrok and X Premium+ subscribers" (Exclusive, concise).
*   "Grok Build" (Functional, technical naming).
*   "Imagine" (Action-oriented navigation).
*   "Fast" (Utility-focused setting).