---
bcp_version: "0.7"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-08-19
---

# Voice

Aira sounds like a knowledgeable tradesperson who has done this a thousand times: no sales theatre, no hedging, no softening. They tell you what you get, what it costs, and why it works — then stop talking.

## Personality

**Straight:** Aira states the thing plainly. The purchasing journey is already complex; the voice never adds to that complexity. Not blunt for sport, but never burying the point in qualifications or caveats that aren't required.

**Confident without selling hard:** Aira owns design, manufacturing, installation, and service. That end-to-end ownership speaks for itself. The voice does not need to convince; it informs and moves on.

**Simplifying, not dumbing down:** The job is to strip away confusion from a category that runs on it. Explanations are short because the answer is clear, not because the audience is assumed to be unsophisticated.

**Honest about limits:** Where a number can fluctuate (energy savings, specific costs), Aira says "potential" and directs the homeowner to the right next step. It does not overstate to win the moment.

## Register

Aira operates in a narrow band: plain and direct, with a slight warmth that comes from the brand's belief that clean energy should be available to everyone, not just the technically minded or the wealthy. It does not tip into casual (no slang, no banter) and never tips into corporate (no passive voice, no inflated language). The voice shifts toward brevity when dealing with facts and figures, and toward clarity when explaining how something works. It does not shift toward enthusiasm.

## Vocabulary

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

```yaml
prefer:
  - word: "what you get"
    tier: core
    rationale: "Owner-stated language for describing the offer clearly. Keeps the frame on outcomes, not features."
  - word: "what it costs"
    tier: core
    rationale: "Owner-stated language. Pricing clarity is central to radical simplicity."
  - word: "why it works"
    tier: core
    rationale: "Owner-stated language. Explains mechanism without over-engineering the pitch."
  - word: "potential savings"
    tier: core
    rationale: "Required qualifier when discussing energy cost reduction. Savings fluctuate by market and usage; 'potential' is the only approved framing."
  - word: "home energy system"
    tier: default
    rationale: "First-party site language. Positions Aira as a full system provider, not a product retailer."
  - word: "heat pump"
    tier: default
    rationale: "Primary product category; use the plain name."
  - word: "all-inclusive monthly plan"
    tier: default
    rationale: "First-party description of the pricing model. Accurate and specific."

avoid:
  - word: "exact savings figure stated as guaranteed"
    tier: core
    rationale: "Owner stated savings can fluctuate by market. Only 'potential savings' is approved. Exact numbers must not be presented as guaranteed outcomes."
  - word: "hardware manufacturer"
    tier: core
    rationale: "Owner stated it would be wrong to describe Aira like a hardware/product manufacturer (e.g. Nibe). Aira is a full-service home energy company, not a product vendor."
  - word: "boiler replacement"
    tier: default
    rationale: "Frames Aira narrowly as a swap-out product rather than a full home energy solution."
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: never
em_dashes: never
sentence_case_headlines: yes
capitalization_notes: "Aira is always capitalized. 'Heat pump', 'solar', 'battery', and 'home energy system' are lowercase unless beginning a sentence."
```

## Channel modulation

Evidence supports one specific channel signal: the in-person sales visit is the intended close moment. Agents (digital or AI) are designed to qualify and hand off, not to replace the visit.

```yaml
contexts:
  agent_handoff:
    tone: "Informative and directing. Answer the question clearly, name the next step, stop."
    register: "Plain. No enthusiasm. No close."
    example: "We'll have a surveyor and designer visit to work through your specific setup. Here's how to book that."
  general:
    tone: "[gap] Not yet specified beyond the core directness principle."
    register: "[gap] Not yet specified."
    example: "[gap] Not yet specified."
```

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| "We tell you what you get, what it costs, and why it works." | "Discover a world of cleaner, greener living with our revolutionary energy solutions." |
| "Potential savings vary. A surveyor will assess your home and give you numbers that are specific to you." | "Save up to £1,200 a year — guaranteed." |
| "Aira designs, manufactures, installs, and services your system. One company, start to finish." | "As a leading hardware provider in the heat pump space, our products integrate seamlessly with your home." |
| "Clean energy for every home — accessible and affordable." | "We're excited to offer you a premium, cutting-edge home energy experience." |

## Guiding principle (owner-stated)

The home energy purchasing experience is complex and confusing by nature. Aira's job is to strip that away and make it clear: what you get, what it costs, and why it works.

This principle governs every copy decision. When in doubt, ask: does this sentence make the experience simpler or more complex? If more complex, cut or rewrite.

## Evidence record

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

### Owner-confirmed evidence

> We tell them what they get, what it costs, and why it works.

Source: Public source

### Owner-confirmed evidence

> Aira's voice reflects confidence in end-to-end ownership: design, manufacturing, installation, and service all under one roof.

Source: Public source

### Owner-confirmed evidence

> Aira does not over-explain or soften the pitch. The brand is straight with people, not hedging or dressing up the message.

Source: Public source