# StepFun Brand Voice

> Professional, high-velocity, and infrastructure-focused.

## Positioning
StepFun is a high-performance AI model provider and platform for developers and enterprises. It focuses on enabling the next generation of AI applications through stable APIs, multimodal capabilities, and agent-centric workflows.

## Voice principles
*   **Efficient:** Uses short, punchy phrases that emphasize speed and low latency.
*   **Technical:** Employs precise industry terminology (API, MCP, Agent, Multimodal) without unnecessary fluff.
*   **Reliable:** Focuses on stability and "real-world" verification to build trust in the infrastructure.
*   **Empowering:** Positions the technology as a tool for the user to "build," "define," and "scale-up."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Visionary and expansive, focusing on "possibilities" and "next-gen." |
| Product Features | Highly functional and benefit-driven, emphasizing speed and integration. |
| Developer/API | Stable and technical, focusing on ease of deployment and performance metrics. |

## Lexicon
- **Use:** 构建 (Build), 稳定 (Stable), 高性能 (High-performance), 易集成 (Easy to integrate), 旗舰级 (Flagship), 真实 (Real/Authentic), 阶跃 (Step/Leap), 加速 (Accelerate).
- **Avoid:** Not evident from captured copy (likely avoids overly "fluffy" marketing adjectives or consumer-only jargon).

## Messaging do's and don'ts
*   **Do:** Emphasize the speed of the models (e.g., "Fast, very fast, and can be even faster").
*   **Do:** Highlight the removal of friction (e.g., "No need for visual MCP transfer").
*   **Do:** Use bilingual terminology where appropriate for the developer audience (e.g., Coding, Agent, Flash).
*   **Don't:** Use passive language; keep the focus on action and building.
*   **Don't:** Over-promise without mentioning stability or verification.
*   **Don't:** Use complex metaphors; stick to the "Step" and "Workflow" imagery.

## Evidence
- "Scale-up possibilities"
- "从 Coding 到 Agent，皆可构建"
- "Step API 稳定 · 高性能 · 易集成"
- "为 Agent 而生的语言大模型！快，很快，还能更快"
- "无需视觉 MCP 中转 节省调用与延迟"
- "阶跃 AI · 随你定义的工作伙伴"