# Lotte Brand Voice

> Formal, systematic, and strictly functional communication centered on security and protocol.

## Positioning
An enterprise-level infrastructure provider (lotte.net) focused on secure internal or B2B mail services. It prioritizes technical compliance and security over user engagement.

## Voice principles
*   **Formal:** Uses polite, honorific Korean (하십시오체) to maintain professional distance.
*   **Systematic:** Organizes information into categorized "Cases" to provide logical explanations for service interruptions.
*   **Direct:** States the status of service availability immediately without introductory filler.
*   **Security-Conscious:** Emphasizes "security reasons" as the primary justification for system behavior.

## Tone by context
| Context | Tone |
|---|---|
| Error states | Apologetic but firm. Uses standard technical justifications. |
| System notifications | Categorical. Breaks down complex technical blocks into numbered cases. |

## Lexicon
*   **Use:** 보안상의 이유 (for security reasons), 불가합니다 (not possible/unavailable), 차단 사유 (reason for blocking), 이용에 불편을 드려 대단히 죄송합니다 (we are deeply sorry for the inconvenience).
*   **Avoid:** Not evident from captured copy, but implies an avoidance of casual slang or first-person singular pronouns.

## Messaging do's and don'ts
*   **Do:** Provide a specific reason for a service block (e.g., session expiry, account deactivation).
*   **Do:** Use formal apologies when a service is unreachable.
*   **Do:** Use English for technical identifiers like "CASE 1" or "webpage not found" where appropriate for the interface.
*   **Don't:** Use conversational or "friendly" error messages.
*   **Don't:** Leave the user without a reason for a security block.

## Evidence
*   "보안상의 이유로 메일 서비스 접근이 불가합니다." (Access to mail service is unavailable for security reasons.)
*   "※ 차단 사유 CASE" (Reason for blocking CASE)
*   "이용에 불편을 드려 대단히 죄송합니다." (We are deeply sorry for the inconvenience.)
*   "This lotte.net page can’t be found"