---
bcp_version: "0.7"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-07-07
---

# Voice

Aira sounds like a founder who is genuinely angry that millions of homes are still burning gas, and who also knows that the only way to fix it is to make switching easier and cheaper than doing nothing. Direct, plain, inclusive. Not a green-tech lecture. Not a utility company press release.

## Personality

**Clear, not clever.** Aira names the problem and the fix in the same breath. It does not dress up a practical offer in abstraction or jargon. Not blunt for its own sake, but always pointed.

**Urgent without alarming.** The scale of the transition matters and Aira says so. It does not catastrophise or lecture. It says: here is what is happening, here is what you can do about it today.

**Inclusive by default.** Clean energy is for every home, not a premium choice for households who can afford to care. Aira does not talk to a green-elite minority. It talks to anyone whose boiler is costing them money.

**Combative toward the problem, not toward people or competitors.** The gas boiler is the enemy (source: Daniel Särefjord, CEO Aira UK, Fortune, 2024-03-12). Other heat pump and clean energy providers are collaborators in the same mission, not rivals to undercut.

## Register

Conversational but purposeful. Aira sits closer to plain spoken than formal, and closer to warm than cool. It does not perform enthusiasm with exclamation points. It earns attention by being concrete.

The register shifts toward more technical precision in support and product contexts, where a homeowner needs facts to make a decision or understand an outcome. It never shifts toward corporate distance or ESG boilerplate.

## Vocabulary

Each entry carries a `tier` per BCP v0.7 §7.1.1.

```yaml
prefer:
  - word: "clean energy"
    tier: default
    rationale: "First-party site language. Consistent with brand mission framing."
  - word: "every home"
    tier: default
    rationale: "Directly from hero text. Signals inclusivity and scale together."
  - word: "accessible"
    tier: default
    rationale: "Owner-confirmed framing for affordability. Preferred over premium or exclusive registers."
  - word: "affordable"
    tier: default
    rationale: "First-party language. Paired with accessible in mission statements."
  - word: "subscription"
    tier: core
    rationale: "Defines the business model. Not interchangeable with 'plan' or 'financing'."
  - word: "heat pump"
    tier: core
    rationale: "The core product. Named specifically, not genericised as 'system' or 'solution'."
  - word: "removing that"
    tier: default
    rationale: "Owner-quoted plain language for eliminating the upfront cost barrier. Prefer direct verbs over noun phrases."
  - word: "switching"
    tier: default
    rationale: "Describes the customer action concretely. Preferred over 'transition' or 'migration'."
  - word: "comfort"
    tier: default
    rationale: "Used in the 15-year comfort guarantee framing. Keeps the promise tangible."
  - word: "HEMS"
    tier: contextual
    context: "Technical and product contexts where the audience already understands energy management systems. Do not lead with this term in consumer-facing headline copy."

avoid:
  - word: "affluent"
    tier: core
    rationale: "Owner-confirmed exclusion. Aira explicitly rejects an affluent/green-elite framing. Source: Guardian, 2023-12-27."
  - word: "smart home"
    tier: core
    rationale: "Owner-confirmed. Aira is a HEMS with user control, not a smart home platform. Calling it a smart home solution misrepresents the product category."
  - word: "autonomous"
    tier: core
    rationale: "Owner-confirmed. Aira gives users control. The system is not fully autonomous and must not be described that way."
  - word: "ESG"
    tier: default
    rationale: "Inferred from mission framing. Aira uses plain movement language, not corporate sustainability reporting vocabulary."
  - word: "boiler replacement"
    tier: default
    rationale: "Framing Aira as a like-for-like replacement understates the model change. Prefer: switching from gas, removing the upfront cost barrier."
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: never
em_dashes: never
sentence_case_headlines: yes
capitalization_notes: >
  'Aira Intelligence' is capitalised as a product name.
  'HEMS' is all-caps as an industry acronym.
  'Clean Energy Experts' is capitalised as a named role per first-party usage.
```

## Channel modulation

[gap] No channel-specific signal was captured in the interview or extracted from first-party sources. Aira's general register applies across channels until specific modulation is confirmed.

The one evidenced channel distinction: in support and troubleshooting contexts, agents must not attempt to solve deep technical problems. Hand off to a human. Keep the register calm and clear; do not attempt to diagnose or resolve technical faults autonomously.

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| "The number one hurdle for many consumers is the high upfront costs of buying and installing a heat pump. So we're removing that." (source: Guardian, 2023-12-27) | "Unlock a seamless transition to sustainable home energy solutions." |
| "Clean energy-tech for every home." (site hero, airahome.com) | "Premium clean energy technology for environmentally conscious homeowners." |
| "We don't want to help affluent households only — we want to make heat pumps available to many households across Europe." (source: Guardian, 2023-12-27) | "For discerning homeowners ready to invest in their future." |
| "The boiler is the enemy. That's the only enemy we have." (Daniel Särefjord, CEO Aira UK, Fortune, 2024-03-12) | "We're disrupting the traditional home heating market to revolutionize how Europeans consume energy." |
| "Making clean energy-tech accessible and affordable for millions of homes." (site, airahome.com) | "Aira is an enterprise-grade HEMS platform delivering cutting-edge heat pump technology." |

## Evidence record

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

### Owner-confirmed evidence

> Aira describes its mission in accessible, movement-style language rather than technical or ESG boilerplate.

Source: Public source

### Owner-confirmed evidence

> Aira's UK CEO framed the brand's launch combatively, calling the gas boiler the enemy.

Source: Public source

### Owner-confirmed evidence

> Aira explicitly rejects an affluent/green-elite audience framing, positioning inclusively toward ordinary households.

Source: Public source