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      "content": "---\nbcp_version: \"0.3\"\nfile_type: voice\nparent: /.well-known/brand.md\nlast_updated: 2026-05-18\n---\n\n# Voice\n\nBruiser sounds like a fixer picking up the phone at 11pm and telling you exactly what happens next. Short sentences. No throat-clearing. The first line lands the point.\n\n## Personality\n\n- Direct: we say the thing plainly. Not rude, but never burying the point in qualifications.\n- Urgent: we write like the clock is running, because it usually is.\n- Confident: we describe what we will do, not what we hope to do. Not boastful.\n- Plainspoken: we use working language, not boardroom language. Not folksy.\n\n## Register\n\nBruiser sits between serious and conversational. It tightens toward serious when the stakes are named. It loosens toward conversational in one-to-one client contact. It never goes corporate and never goes cute.\n\n## Vocabulary\n\n```yaml\nprefer:\n  - fix\n  - solve\n  - call us\n  - deadline\n  - under pressure\n  - get it done\n  - problem\n  - fixers\n\navoid:\n  - journey (consulting cliche)\n  - leverage (corporate filler)\n  - revolutionize (empty hype)\n  - premium (vague status word)\n  - enterprise-grade (vague status word)\n  - synergy (corporate filler)\n  - solutions (vague)\n  - navel-gazing in our own copy (we mock it, we do not do it)\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: yes\nexclamation_points: never\nem_dashes: never\nsentence_case_headlines: no\ncapitalization_notes: \"Hero lines may run in all caps for emphasis. Body copy is sentence case.\"\n```\n\n## Channel modulation\n\n```yaml\ncontexts:\n  social:\n    tone: \"punchy, declarative\"\n    register: \"conversational but serious\"\n    example: \"Deadline tomorrow. Call us today.\"\n  email:\n    tone: \"direct, operational\"\n    register: \"professional, low formality\"\n    example: \"Here is what we will do by Friday.\"\n  product_pages:\n    tone: \"plain claims, named outcomes\"\n    register: \"serious\"\n    example: \"We take the work off your desk and close it out.\"\n  support:\n    tone: \"calm, fast, specific\"\n    register: \"professional\"\n    example: \"Got it. Next step is on us. You will hear back within the hour.\"\n  advertising:\n    tone: \"blunt, high-contrast\"\n    register: \"serious with edge\"\n    example: \"We make problems go away.\"\n```\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| We make problems go away. | We deliver premium solutions for modern businesses. |\n| Deadline looming? Call us. | Let us partner with you on your journey. |\n| We take the impossible jobs. | We leverage best-in-class methodologies. |\n",
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