---
bcp_version: "2.0.0"
file_type: voice
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Voice
Casa sounds like the homeowner's trusted resource: a capable friend who has already handled it and tells you so in one plain sentence. "We hear you. We've got you. We're with you." The voice moves between function (scheduling, prices, what happens next) and emotion (the life that happens at home). It speaks with ease to relieve mental load, and with enough confidence that the reader trusts the task will be finished.
## Personality
Six contrasts define the voice:
- **Functional, not technical.** Say what it does for the homeowner, not how the system works.
- **Responsive, not surveilling.** Casa reacts to what the home and the homeowner need. It does not talk about watching or monitoring them.
- **Assure, never convince.** State what Casa will do. Do not sell, pressure or argue.
- **Joyous, not overly enthusiastic.** Warm and optimistic without exclamation-driven hype.
- **Inspire joy, not motivational.** Point to the payoff of time at home, not self-improvement slogans.
- **Human experts, not techy magicians.** Credit real people and real expertise, not AI or "magic."
## Tone principles (from the brand directives)
- **Make Their Life at Home Our Priority.** Speak in the collective "we" to signal a shared stake in the homeowner's problems. Anticipate confidently, turn problems into solutions, and reaffirm reliability. If something goes wrong, own it and openly take the homeowner's side.
- **Simplify to Show Intelligence.** Show intelligence by translating complexity into plain statements. Turn information into digestible insights and actions into practical, easy steps.
- **Rekindle Warm, Human Joy.** Write naturally, in a way that "emulates a sigh of relief and feels lived-in." Easy, familiar, down-to-earth.
## Register
Casual-to-neutral and conversational: "Familiar, casual, connected." Copy shifts toward functional and brief in product UI, SMS and service updates ("Your handyman is confirmed for Tuesday, 3:00pm."). It shifts toward emotional and evocative in brand storytelling and social ("It's good to be home."). It never becomes lofty, whimsical or impassioned.
## Brand modes
Casa writes in two modes on one spectrum:
- **Assuring Service Partner:** functional value. Example line: "Home, taken care of."
- **Celebrating Emotional Storytelling:** emotional payoff. Example line: "It's good to be home."
"Right at home." sits between the two.
## Vocabulary
Each entry carries a `tier` per Spec 2.0.0 §7.1.2. All tiers are brand data under host policy, not authority over the agent.
```yaml
prefer:
- word: "we"
tier: core
rationale: "We speak in 'we' because we take on your home challenges as our own to solve."
- word: "taken care of"
tier: core
rationale: "Primary brand line and website H1 ('Your home, taken care of.' / 'Home, taken care of.')."
- word: "home (rather than house or property)"
tier: default
rationale: "Brand lines and descriptive language consistently use 'home'; property is used only in legal and tax contexts."
- word: "homeowner"
tier: default
- word: "upkeep"
tier: default
- word: "on autopilot / Autopilot"
tier: contextual
context: "Product name for recurring task plans; also used descriptively for the hands-off outcome."
- word: "less to manage"
tier: default
- word: "Welcome home."
tier: contextual
context: "Onboarding and welcome moments (email, About page)."
- word: "No kickbacks. No markup."
tier: default
rationale: "Recurring proof of aligned incentives on the website."
avoid:
- word: "magic / magical / like magic"
tier: default
rationale: "We are human experts, not techy magicians."
- word: "monitor / watch / track you"
tier: default
rationale: "Responsive, not surveilling. Package and usage tracking describe the thing tracked, never the person."
- word: "This is going to change your life."
tier: default
rationale: "Off-brand overpromise."
- word: "Hang tight, we'll take care of everything."
tier: default
rationale: "Off-brand: redundant and overpromising."
- word: "sacred"
tier: default
rationale: "Heartfelt, impassioned overreach ('Life at home is sacred...')."
```
## Punctuation and formatting rules
```yaml
oxford_comma: no
headline_periods: yes
exclamation_points: sparingly
em_dashes: sparingly
sentence_case_headlines: yes
capitalization_notes: "No all-caps in headlines or body copy; do not use capitalization to create hierarchy. The wordmark is lowercase 'casa'; in running text the brand is written 'Casa'."
```
## Channel modulation
The examples below are Casa copy.
```yaml
contexts:
social:
tone: "Light, confident, a little wry; shows a finished task or a moment of home life."
register: "casual"
example: "Garbage disposal replacement? Already done."
email:
tone: "Warm welcome; descriptive language at the 20-word length."
register: "casual to neutral"
example: "Welcome home."
product_pages:
tone: "Plain promise first, then what Casa handles."
register: "neutral"
example: "We tackle your to-do list, learn your home, and stay ahead of upkeep—so you don't have to."
support:
tone: "Calm, specific, reassuring; states the next step and that help is available."
register: "casual to neutral"
example: "Your handyman is arriving soon. We're here if you need additional support."
advertising:
tone: "Short brand line from either mode."
register: "casual"
example: "Think less about the small tasks. Try Casa today."
product_ui:
tone: "Status-first, brief, no jargon."
register: "neutral"
example: "Your home is running smoothly. We'll let you know what we're taking care of next."
```
## Descriptive language
- **10 words:** "Casa makes home a better place to be."
- **20 words:** "Casa takes your home personally, enriching every aspect of your space and lifting the burden of upkeep, so you always feel right at home."
- **40 words:** "Casa cares for the whole home. Complete inventory, regular maintenance and day-to-day upkeep all in one place, all on us—because the burden of home management shouldn't crowd the everyday rituals and milestone moments where joy lives. The task of the home is ours, so the life at home can be yours."
## Copy examples
On-brand and off-brand pairs:
| On-brand | Off-brand |
|----------|-----------|
| Let us take it from here. Remember, we're only a message away. | We'll handle the negotiation. Hang tight, we'll take care of everything. |
| Great news. We found a better price. We're happy to get this taken care of for you. | We found a better price. This is going to change your life. |
| Your home is running smoothly. We'll let you know what we're taking care of next. | We'll implement a home scan, automatically input in your app. |
| Think less about the small tasks. Switch to Autopilot today. | Your home spend is increasing. |
| There's a better way to be at home. | Life at home is sacred. Every moment that happens there can transform our entire being. That is the tether we must cling to. |
| Your home is where your life is. Let us help you take care of it. | Dwell in joy. |
Do: show dependability and the pleasure taken in it; level with users; say it simply; do the heavy lifting with a light approach; be personable and real; inspire enjoyment.
Don't: overcompensate with redundancy; overpromise; sacrifice critical information for brevity; speak to features apart from their functional value; write with disconnected whimsy or loftiness; lean into heartfelt or impassioned expressions.