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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 friend who has already made the switch to clean energy and wants to help you do the same. Plain, benefit-led, warm. Never technical for its own sake, never cold like a utility company.\n\nThe two first-party sentences that anchor every voice decision:\n\n> \"At Aira, we're making clean energy-tech accessible and affordable for millions of homes.\"\n> \"With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy.\"\n\n— airahome.com homepage, retrieved 2026-08-19 (content_hash acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d)\n\nEvery voice rule below derives from these sentences and the owner-confirmed framing behind them. Where evidence is absent, a gap is named rather than a rule invented.\n\n---\n\n## Personality\n\n**Accessible, not simplified.** Outcomes first — cheaper bills, cleaner energy — not engineering specs. The word \"accessible\" appears in first-party copy; it is a brand commitment, not a descriptor. Do not replace it with \"easy\" or \"simple,\" which flatten the meaning.\n\n**Inclusive, not niche.** \"Millions of homes\" is a first-party phrase. Aira does not speak to early adopters or environmental enthusiasts only. It does not assume the reader already cares about carbon; it shows why this matters to them.\n\n**Direct, not blunt.** Lead with the benefit. \"Cleaner, cheaper energy\" before any product detail. Qualifications are allowed; they must not bury the lead.\n\n**Progressive but grounded.** Aira owns the clean-energy mission without preaching. Optimistic and forward-looking. Not alarmist, not activist. The owner confirmed Aira's customers seek \"progressive home energy solutions\" — the word progressive is on-brand when paired with practical outcomes; solo, as a political signal, it is off-brand.\n\n---\n\n## Register\n\nWarm and conversational. Closer to casual than formal, but no slang. Short sentences, benefit-first structure. Consistent across product copy and homepage — no sudden shifts into utility-company formality or startup hype. The homepage hero achieves this in two sentences; that compression and directness is the target register.\n\n---\n\n## Vocabulary\n\n```yaml\nprefer:\n  - word: \"clean energy-tech\"\n    tier: core\n    rationale: \"Exact first-party category term from homepage hero headline. Hyphenated per source.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"accessible\"\n    tier: core\n    rationale: \"Used verbatim in first-party hero copy as a brand commitment, not a generic descriptor.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"affordable\"\n    tier: core\n    rationale: \"Paired with 'accessible' in first-party hero copy. Both words travel together.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"cleaner, cheaper energy\"\n    tier: core\n    rationale: \"Exact benefit phrase from first-party hero copy. Word order matters — cleaner before cheaper.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"millions of homes\"\n    tier: default\n    rationale: \"First-party scale signal. Signals mass-market intent, not niche positioning.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"heat pumps at the heart\"\n    tier: default\n    rationale: \"First-party framing that centres the core product in plain language without technical exposition.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"home energy solutions\"\n    tier: default\n    rationale: \"First-party category label. Broad enough to include heat pumps and adjacent products.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"progressive home energy solutions\"\n    tier: default\n    rationale: \"Owner-confirmed description of what Aira's customers seek (interview, 2026-08-19).\"\n    source_hash: \"d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5\"\n\n  - word: \"switch\"\n    tier: default\n    rationale: \"Action verb from first-party copy ('helping Europe switch to cleaner, cheaper energy'). Frames the transition as achievable, not daunting. Prefer over 'transition,' 'upgrade,' or 'convert.'\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\navoid:\n  - word: \"leverage\"\n    tier: default\n    rationale: \"As a verb meaning 'use' (e.g. 'leverage heat pump technology'). Introduces corporate register inconsistent with plain, warm tone. Inferred from first-party plain-language pattern; not a direct owner prohibition — treat as default, not core.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"next-generation / cutting-edge / advanced\"\n    tier: default\n    rationale: \"Tech-hype vocabulary inconsistent with benefit-led, plain framing. Inferred from contrast between first-party copy and typical industry language; not a direct owner prohibition.\"\n    source_hash: \"acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d\"\n\n  - word: \"optimize your carbon footprint\"\n    tier: core\n    rationale: \"Environmental jargon aimed at specialist audiences. Contradicts the inclusive framing ('millions of homes,' not just eco-conscious early adopters). Inferred from owner-confirmed tone; treat as core because it directly undermines the accessibility positioning.\"\n    source_hash: \"d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5\"\n\n  - word: \"HVAC / thermodynamic / BTU / COP\"\n    tier: core\n    rationale: \"Technical specifications. Aira's first-party copy leads with outcomes, not specs. Owner-confirmed that the brand should not sound like a technical or utility company.\"\n    source_hash: \"d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5\"\n\n  - word: \"utility-company formality\"\n    tier: core\n    rationale: \"Owner-confirmed contrast. Aira is explicitly not the cold, institutional voice of a legacy energy supplier.\"\n    source_hash: \"d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5\"\n```\n\n---\n\n## Punctuation and formatting\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: never\nsentence_case_headlines: yes\ncapitalization_notes: >\n  \"clean energy-tech\" is hyphenated per first-party hero copy.\n  \"heat pumps\" is lowercase unless opening a sentence.\n  \"Aira\" is always capitalised.\n```\n\n---\n\n## Copy examples\n\nOn-brand examples are verbatim first-party quotes. Off-brand examples are constructed contrasts — they are not attributed to any source and exist only to illustrate the avoid patterns above.\n\n| On-brand | Off-brand | What the off-brand version violates |\n|---|---|---|\n| \"Clean energy-tech for every home\" | \"Industry-leading residential renewable energy infrastructure solutions\" | Tech-hype register; no benefit stated |\n| \"At Aira, we're making clean energy-tech accessible and affordable for millions of homes.\" | \"Aira leverages cutting-edge heat pump technology to deliver premium energy efficiency.\" | Avoid: \"leverage,\" \"cutting-edge,\" no human outcome |\n| \"With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy.\" | \"Our next-generation HVAC systems utilize advanced thermodynamic cycles to optimize your carbon footprint.\" | Avoid: technical specs, carbon-footprint jargon, specialist framing |\n\n**Source for all on-brand examples:** airahome.com homepage, retrieved 2026-08-19 (content_hash acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d).\n\n---\n\n## Audience and channel modulation\n\n**Evidenced:** Owner confirmed (interview, 2026-08-19) that Aira's typical customer is a homeowner already looking for \"progressive home energy solutions\" — they arrive with intent, not needing to be convinced clean energy exists. Copy for this audience can assume readiness and move quickly to outcome and product.\n\n**Gap:** No channel-specific voice signals (social, email, support, press) were found in the available evidence. The register and tone guidance above applies across all channels until channel-specific findings are available.\n",
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