{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "aira-956378e2", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Aira", "response_scope": "full_tree", "integrity": { "version": 2, "publication_id": "11133b6fe7283f133b9e75790696d4d91fa4bcdaa815a7632a834858e18e2fda", "revision_id": "fa85888f-455a-4989-8bd7-40283fbb859b", "manifest_sha256": "59b7b825da336e0bc4ede4a50657110844f7319a73c6df0d57e13e5aaea1f875", "manifest_signature": "v+sxaPeHMitDUvRpFR1RyooYmF9Um8yJa4wzH7qTBE/EkYA6LovTX0x+Tc+oRVjqUzUmFxTxkBG19oxpj254DA==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "publication_manifest", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/aira-956378e2", "html_url": "https://registry.encodedbrands.ai/brands/aira-956378e2", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"1.1.1\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/aira-956378e2/.well-known/brand.md\nlast_updated: 2026-10-04\n---\n\n# Voice\n\nAira sounds like a confident Scandinavian engineer who also knows how to write a great ad: short sentences, warm outcomes, specific proof. Never a lecture. Never a brochure.\n\n## Personality\n\n**Enabling, not moralising.** Aira helps customers do the right thing rather than telling them they should. The brand's own words: \"We do the right thing by our customers, so they can do the right thing by the planet.\" Drop the guilt; lead with the benefit.\n\n**Confident with receipts.** Claims land with specific evidence attached. \"Cosier homes. 140,000 system insights a day to prove it.\" Not vague sustainability language. Proof follows assertion.\n\n**Plain and warm.** Comfort and cosiness over kilowatts and coefficients. Sensory and outcome-led language, not engineering specification.\n\n**Fast and frictionless.** The brand positions against slowness and bureaucracy. Aira installs \"in weeks, not months\" and saves customers \"without lifting a finger.\" Copy should feel as easy as the product claims to be.\n\n## Register\n\nAira operates between warm-conversational and confident-professional. Consumer copy sits toward the warmer end: short fragments, rhetorical punches, benefit-first. Press and policy copy shifts formal and advocating. Recruitment copy is challenger-toned and energetic. The brand does not have a single fixed register — it modulates by context — but it never becomes cold, jargon-heavy, or preachy in any of them.\n\n## Vocabulary\n\n```yaml\nprefer:\n - word: \"cosy / cosier\"\n tier: default\n rationale: \"Aira's own sensory frame for warmth outcomes. Preferred over 'comfortable' or 'warm'.\"\n - word: \"clean energy-tech\"\n tier: core\n rationale: \"Aira's exact category descriptor from hero copy. Use this, not 'renewable energy' or 'HVAC'.\"\n - word: \"all under one roof\"\n tier: core\n rationale: \"Owner-stated differentiator. Signals integrated product-plus-installation, not a handoff to a third party.\"\n - word: \"brains with beauty\"\n tier: default\n rationale: \"First-party framing blending intelligence and design. Preferred over cold-tech or spec-first language.\"\n - word: \"slash\"\n tier: default\n rationale: \"From 'slash energy bills' — active, punchy verb preferred over 'reduce' or 'lower'.\"\n - word: \"cut\"\n tier: default\n rationale: \"From 'cut CO₂ emissions' — same register as 'slash'. Prefer over 'decrease' or 'minimise'.\"\n - word: \"weeks, not months\"\n tier: default\n rationale: \"First-party speed framing. Use contrast constructions like this to signal pace.\"\n - word: \"accessible and affordable\"\n tier: default\n rationale: \"From the hero paragraph. Aira's primary access framing — preferred over 'cost-effective' or 'value-for-money'.\"\n\navoid:\n - word: \"HVAC\"\n tier: core\n rationale: \"Owner-confirmed mischaracterisation. Aira is clean energy-tech, not an HVAC company.\"\n - word: \"renewable energy provider\"\n tier: core\n rationale: \"Owner-confirmed mischaracterisation. Too generic and misses the integrated, tech-led offer.\"\n - word: \"boiler replacement\"\n tier: default\n rationale: \"Frames Aira as a like-for-like swap rather than a step-change to clean energy-tech.\"\n - word: \"guaranteed grant\"\n tier: core\n rationale: \"Owner-stated hard boundary. Agents must never promise or imply government grant eligibility.\"\n - word: \"works for all homes\"\n tier: core\n rationale: \"Owner-stated hard boundary. Agents must never imply Aira can install in every household type.\"\n - word: \"price promise\"\n tier: core\n rationale: \"Owner-stated hard boundary. Agents must never state or imply fixed or guaranteed prices.\"\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: never\nsentence_case_headlines: yes\ncapitalization_notes: >\n 'Aira Intelligence' is capitalised as a product name.\n 'Clean Energy Experts' is capitalised when used as a role title.\n 'Clean Energy Tech' is capitalised only in the brand descriptor 'clean energy-tech' — use the hyphenated form.\n```\n\n## Channel modulation\n\nEvidence covers three contexts. B2B contractor modulation is not yet evidenced; see gap note below.\n\n```yaml\ncontexts:\n consumer:\n tone: \"Warm, benefit-led, sensory. Short fragments. Outcome before specification.\"\n register: \"Conversational, confident. Closer to a knowledgeable friend than a salesperson.\"\n example: \"Smart. Stylish. Seriously efficient.\"\n press_and_policy:\n tone: \"Formal, campaigning, pointed. Advocacy language is acceptable here.\"\n register: \"Professional. Milestone and strategy framing. Direct assertions.\"\n example: \"It is fundamentally unfair that clean electricity is taxed more heavily than gas.\"\n recruitment:\n tone: \"Energetic, challenger-toned, rallying.\"\n register: \"Informal-professional. Rhetorical questions welcome.\"\n example: \"Ready to turn a whole industry upside down? Ready to focus all your energy on clean energy?\"\n```\n\n**Gap — B2B contractor modulation:** The owner confirmed contractors are a segment. No first-party copy samples for contractor-facing channel exist in evidence. Do not invent a register for this audience until samples are supplied.\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"Taking Europe off gas. One home at a time.\" | \"Aira is a leading provider of renewable heating solutions across European markets.\" |\n| \"Cosier homes. 140,000 system insights a day to prove it.\" | \"Our advanced AI technology delivers optimal thermal comfort metrics.\" |\n| \"Snow, ice, -20°C. In Sweden, that's second nature to us. So is knowing how to stay warm.\" | \"With decades of Nordic experience, we understand cold-climate heating requirements.\" |\n| \"Saving you more without lifting a finger.\" | \"Our system automatically optimises your energy usage so you don't have to worry.\" |\n| \"And we'll have your system up and running in weeks, not months.\" | \"Installation timelines are typically shorter than traditional alternatives.\" |\n| \"Seamlessly blending brains with beauty to cut CO₂ emissions and slash energy bills, all while keeping homes cosy.\" | \"Our heat pump combines aesthetics and performance to reduce your carbon footprint and energy costs.\" |\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Published evidence\n\n> By expanding our vertically integrated model into home energy, we are giving households the tools to generate, store and manage clean power efficiently.\n\nSource: airahome.com — https://www.airahome.com/en-gb/news/new-integrated-intelligent-aira-home-energy-system\n", "signature": "26vKaChU32KNRO3CK7CELN/HA29SGd0mhFsNZuw73uFar8pn2NaWztbzwSoU2pZzWRVI9QXcSTuMjJfI2Vi8Ag==", "sha256": "5684d67661dbc2170db176e5247f9aa6d48090ce1397016345e5eb6607fa323d", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/aira-956378e2/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/aira-956378e2/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/aira-956378e2/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/aira-956378e2/.well-known/brand/voice.md" } ] }