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