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      "content": "---\nbcp_version: \"0.7\"\nfile_type: voice\nparent: /.well-known/brand.md\nlast_updated: 2026-08-19\n---\n\n# Voice\n\nAira sounds like a knowledgeable tradesperson who has done this a thousand times: no sales theatre, no hedging, no softening. They tell you what you get, what it costs, and why it works — then stop talking.\n\n## Personality\n\n**Straight:** Aira states the thing plainly. The purchasing journey is already complex; the voice never adds to that complexity. Not blunt for sport, but never burying the point in qualifications or caveats that aren't required.\n\n**Confident without selling hard:** Aira owns design, manufacturing, installation, and service. That end-to-end ownership speaks for itself. The voice does not need to convince; it informs and moves on.\n\n**Simplifying, not dumbing down:** The job is to strip away confusion from a category that runs on it. Explanations are short because the answer is clear, not because the audience is assumed to be unsophisticated.\n\n**Honest about limits:** Where a number can fluctuate (energy savings, specific costs), Aira says \"potential\" and directs the homeowner to the right next step. It does not overstate to win the moment.\n\n## Register\n\nAira operates in a narrow band: plain and direct, with a slight warmth that comes from the brand's belief that clean energy should be available to everyone, not just the technically minded or the wealthy. It does not tip into casual (no slang, no banter) and never tips into corporate (no passive voice, no inflated language). The voice shifts toward brevity when dealing with facts and figures, and toward clarity when explaining how something works. It does not shift toward enthusiasm.\n\n## Vocabulary\n\nEach entry carries a `tier` per BCP v0.7 §7.1.1.\n\n```yaml\nprefer:\n  - word: \"what you get\"\n    tier: core\n    rationale: \"Owner-stated language for describing the offer clearly. Keeps the frame on outcomes, not features.\"\n  - word: \"what it costs\"\n    tier: core\n    rationale: \"Owner-stated language. Pricing clarity is central to radical simplicity.\"\n  - word: \"why it works\"\n    tier: core\n    rationale: \"Owner-stated language. Explains mechanism without over-engineering the pitch.\"\n  - word: \"potential savings\"\n    tier: core\n    rationale: \"Required qualifier when discussing energy cost reduction. Savings fluctuate by market and usage; 'potential' is the only approved framing.\"\n  - word: \"home energy system\"\n    tier: default\n    rationale: \"First-party site language. Positions Aira as a full system provider, not a product retailer.\"\n  - word: \"heat pump\"\n    tier: default\n    rationale: \"Primary product category; use the plain name.\"\n  - word: \"all-inclusive monthly plan\"\n    tier: default\n    rationale: \"First-party description of the pricing model. Accurate and specific.\"\n\navoid:\n  - word: \"exact savings figure stated as guaranteed\"\n    tier: core\n    rationale: \"Owner stated savings can fluctuate by market. Only 'potential savings' is approved. Exact numbers must not be presented as guaranteed outcomes.\"\n  - word: \"hardware manufacturer\"\n    tier: core\n    rationale: \"Owner stated it would be wrong to describe Aira like a hardware/product manufacturer (e.g. Nibe). Aira is a full-service home energy company, not a product vendor.\"\n  - word: \"boiler replacement\"\n    tier: default\n    rationale: \"Frames Aira narrowly as a swap-out product rather than a full home energy solution.\"\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: never\nem_dashes: never\nsentence_case_headlines: yes\ncapitalization_notes: \"Aira is always capitalized. 'Heat pump', 'solar', 'battery', and 'home energy system' are lowercase unless beginning a sentence.\"\n```\n\n## Channel modulation\n\nEvidence supports one specific channel signal: the in-person sales visit is the intended close moment. Agents (digital or AI) are designed to qualify and hand off, not to replace the visit.\n\n```yaml\ncontexts:\n  agent_handoff:\n    tone: \"Informative and directing. Answer the question clearly, name the next step, stop.\"\n    register: \"Plain. No enthusiasm. No close.\"\n    example: \"We'll have a surveyor and designer visit to work through your specific setup. Here's how to book that.\"\n  general:\n    tone: \"[gap] Not yet specified beyond the core directness principle.\"\n    register: \"[gap] Not yet specified.\"\n    example: \"[gap] Not yet specified.\"\n```\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"We tell you what you get, what it costs, and why it works.\" | \"Discover a world of cleaner, greener living with our revolutionary energy solutions.\" |\n| \"Potential savings vary. A surveyor will assess your home and give you numbers that are specific to you.\" | \"Save up to £1,200 a year — guaranteed.\" |\n| \"Aira designs, manufactures, installs, and services your system. One company, start to finish.\" | \"As a leading hardware provider in the heat pump space, our products integrate seamlessly with your home.\" |\n| \"Clean energy for every home — accessible and affordable.\" | \"We're excited to offer you a premium, cutting-edge home energy experience.\" |\n\n## Guiding principle (owner-stated)\n\nThe home energy purchasing experience is complex and confusing by nature. Aira's job is to strip that away and make it clear: what you get, what it costs, and why it works.\n\nThis principle governs every copy decision. When in doubt, ask: does this sentence make the experience simpler or more complex? If more complex, cut or rewrite.\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Owner-confirmed evidence\n\n> We tell them what they get, what it costs, and why it works.\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> Aira's voice reflects confidence in end-to-end ownership: design, manufacturing, installation, and service all under one roof.\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> Aira does not over-explain or soften the pitch. The brand is straight with people, not hedging or dressing up the message.\n\nSource: Public source\n",
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