---
bcp_version: "1.1.1"
file_type: anti_ai
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice.md
last_updated: 2026-10-07
---
# Voice guardrails
> **Encoded guardrails.** Inferred from klattermusen.com copy and the client Visual Guidelines (premium as "confidence and minimalism", not luxury). Klättermusen has not approved a banned-word list.
```yaml
brand_additions:
- type: phrase
pattern: "not just durable, but sustainable"
rationale: "Their CEO says durability and sustainability are not trade-offs. The contrast frame turns a design principle into a slogan."
example: "Not just durable, but sustainable."
- type: phrase
pattern: "eco-friendly fashion"
rationale: "The craftsmanship page says you are not buying fashion."
example: "Eco-friendly fashion for the modern explorer."
- type: phrase
pattern: "lifetime guarantee"
rationale: "The warranty is a product lifetime warranty against manufacturing defects. The page says this does not imply the wearer's life span."
example: "A lifetime guarantee, for as long as you live."
- type: phrase
pattern: "now exhibiting at ISPO"
rationale: "No first-party ISPO page and no verified 2024-2026 exhibitor listing. Do not assert current exhibitor status."
example: "Meet us at our ISPO Munich booth this week."
- type: phrase
pattern: "according to the brand guidelines"
rationale: "The guidelines are an internal document. Audience-facing copy must not cite them, quote their pages, or mention Encoded's sourcing."
example: "As stated in Klättermusen's internal visual guidelines, ..."
- type: phrase
pattern: "Klättermusen describes itself as"
rationale: "In brand-voice work this is a research-memo tone. Klättermusen speaks as 'we'. Caveats belong in the BCP, not in the creative."
example: "Klättermusen describes itself as a durable brand (source: About page)."
- type: phrase
pattern: "luxury"
rationale: "The guidelines say premium is not luxury and not for bragging."
example: "Luxury technical outerwear for the discerning explorer."
- type: phrase
pattern: "most sustainable"
rationale: "A generic comparative environmental claim. Use a dated, specific fact."
example: "The best and most sustainable equipment available."
- type: phrase
pattern: "[invented margin or MOQ]"
rationale: "No commercial terms were supplied. A specific-looking number is a fabrication."
example: "Enjoy a 55% margin with a low €5,000 minimum order."
- type: phrase
pattern: "Alias Klute"
rationale: "Fonts In Use is a third-party 2018 note. The client guidelines name Rotis SemiSans Pro, Rotis II Sans Pro, and Futura Mouse. Alias Klute is not among them."
example: "Set in the official Alias Klute typeface."
```
## Patterns to cut
- Category openers: "In a world of fast fashion," "Elevate your adventure," "Gear that moves with you."
- Superlatives they did not publish: greenest, safest, most awarded, official partner.
- Award sentences with no year and no source. A 2020 trade-press report is not a 2026 prize.
- Typed-out wordmarks ('Klättermusen' set in a font in place of the logotype).
- Placeholder numbers made to look real.
- Treating Swedish and English as two different histories. The dates match. Keep them matched.
- Em-dash cadence and exclamation points in new lines.
- Any sentence that implies Klättermusen reviewed this package.