---
bcp_version: "0.8"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/aira-956378e2/.well-known/brand.md
last_updated: 2026-09-01
---

# Voice

Aira sounds like a confident Scandinavian engineer who also knows how to write a great ad: short sentences, warm outcomes, specific proof. Never a lecture. Never a brochure.

## Personality

**Enabling, not moralising.** Aira helps customers do the right thing rather than telling them they should. The brand's own words: "We do the right thing by our customers, so they can do the right thing by the planet." Drop the guilt; lead with the benefit.

**Confident with receipts.** Claims land with specific evidence attached. "Cosier homes. 140,000 system insights a day to prove it." Not vague sustainability language. Proof follows assertion.

**Plain and warm.** Comfort and cosiness over kilowatts and coefficients. Sensory and outcome-led language, not engineering specification.

**Fast and frictionless.** The brand positions against slowness and bureaucracy. Aira installs "in weeks, not months" and saves customers "without lifting a finger." Copy should feel as easy as the product claims to be.

## Register

Aira operates between warm-conversational and confident-professional. Consumer copy sits toward the warmer end: short fragments, rhetorical punches, benefit-first. Press and policy copy shifts formal and advocating. Recruitment copy is challenger-toned and energetic. The brand does not have a single fixed register — it modulates by context — but it never becomes cold, jargon-heavy, or preachy in any of them.

## Vocabulary

```yaml
prefer:
  - word: "cosy / cosier"
    tier: default
    rationale: "Aira's own sensory frame for warmth outcomes. Preferred over 'comfortable' or 'warm'."
  - word: "clean energy-tech"
    tier: core
    rationale: "Aira's exact category descriptor from hero copy. Use this, not 'renewable energy' or 'HVAC'."
  - word: "all under one roof"
    tier: core
    rationale: "Owner-stated differentiator. Signals integrated product-plus-installation, not a handoff to a third party."
  - word: "brains with beauty"
    tier: default
    rationale: "First-party framing blending intelligence and design. Preferred over cold-tech or spec-first language."
  - word: "slash"
    tier: default
    rationale: "From 'slash energy bills' — active, punchy verb preferred over 'reduce' or 'lower'."
  - word: "cut"
    tier: default
    rationale: "From 'cut CO₂ emissions' — same register as 'slash'. Prefer over 'decrease' or 'minimise'."
  - word: "weeks, not months"
    tier: default
    rationale: "First-party speed framing. Use contrast constructions like this to signal pace."
  - word: "accessible and affordable"
    tier: default
    rationale: "From the hero paragraph. Aira's primary access framing — preferred over 'cost-effective' or 'value-for-money'."

avoid:
  - word: "HVAC"
    tier: core
    rationale: "Owner-confirmed mischaracterisation. Aira is clean energy-tech, not an HVAC company."
  - word: "renewable energy provider"
    tier: core
    rationale: "Owner-confirmed mischaracterisation. Too generic and misses the integrated, tech-led offer."
  - word: "boiler replacement"
    tier: default
    rationale: "Frames Aira as a like-for-like swap rather than a step-change to clean energy-tech."
  - word: "guaranteed grant"
    tier: core
    rationale: "Owner-stated hard boundary. Agents must never promise or imply government grant eligibility."
  - word: "works for all homes"
    tier: core
    rationale: "Owner-stated hard boundary. Agents must never imply Aira can install in every household type."
  - word: "price promise"
    tier: core
    rationale: "Owner-stated hard boundary. Agents must never state or imply fixed or guaranteed prices."
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: sparingly
em_dashes: never
sentence_case_headlines: yes
capitalization_notes: >
  'Aira Intelligence' is capitalised as a product name.
  'Clean Energy Experts' is capitalised when used as a role title.
  'Clean Energy Tech' is capitalised only in the brand descriptor 'clean energy-tech' — use the hyphenated form.
```

## Channel modulation

Evidence covers three contexts. B2B contractor modulation is not yet evidenced; see gap note below.

```yaml
contexts:
  consumer:
    tone: "Warm, benefit-led, sensory. Short fragments. Outcome before specification."
    register: "Conversational, confident. Closer to a knowledgeable friend than a salesperson."
    example: "Smart. Stylish. Seriously efficient."
  press_and_policy:
    tone: "Formal, campaigning, pointed. Advocacy language is acceptable here."
    register: "Professional. Milestone and strategy framing. Direct assertions."
    example: "It is fundamentally unfair that clean electricity is taxed more heavily than gas."
  recruitment:
    tone: "Energetic, challenger-toned, rallying."
    register: "Informal-professional. Rhetorical questions welcome."
    example: "Ready to turn a whole industry upside down? Ready to focus all your energy on clean energy?"
```

**Gap — B2B contractor modulation:** The owner confirmed contractors are a segment. No first-party copy samples for contractor-facing channel exist in evidence. Do not invent a register for this audience until samples are supplied.

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| "Taking Europe off gas. One home at a time." | "Aira is a leading provider of renewable heating solutions across European markets." |
| "Cosier homes. 140,000 system insights a day to prove it." | "Our advanced AI technology delivers optimal thermal comfort metrics." |
| "Snow, ice, -20°C. In Sweden, that's second nature to us. So is knowing how to stay warm." | "With decades of Nordic experience, we understand cold-climate heating requirements." |
| "Saving you more without lifting a finger." | "Our system automatically optimises your energy usage so you don't have to worry." |
| "And we'll have your system up and running in weeks, not months." | "Installation timelines are typically shorter than traditional alternatives." |
| "Seamlessly blending brains with beauty to cut CO₂ emissions and slash energy bills, all while keeping homes cosy." | "Our heat pump combines aesthetics and performance to reduce your carbon footprint and energy costs." |

## Evidence record

The following attributable source language is preserved because it materially constrains this profile.

### Published evidence

> By expanding our vertically integrated model into home energy, we are giving households the tools to generate, store and manage clean power efficiently.

Source: airahome.com — https://www.airahome.com/en-gb/news/new-integrated-intelligent-aira-home-energy-system