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voice.md
---
bcp_version: "0.7"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-08-19
---
# Voice
Aira sounds like a knowledgeable friend who has already made the switch to clean energy and wants to help you do the same. Plain, benefit-led, warm. Never technical for its own sake, never cold like a utility company.
The two first-party sentences that anchor every voice decision:
> "At Aira, we're making clean energy-tech accessible and affordable for millions of homes."
> "With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy."
— airahome.com homepage, retrieved 2026-08-19 (content_hash acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d)
Every voice rule below derives from these sentences and the owner-confirmed framing behind them. Where evidence is absent, a gap is named rather than a rule invented.
---
## Personality
**Accessible, not simplified.** Outcomes first — cheaper bills, cleaner energy — not engineering specs. The word "accessible" appears in first-party copy; it is a brand commitment, not a descriptor. Do not replace it with "easy" or "simple," which flatten the meaning.
**Inclusive, not niche.** "Millions of homes" is a first-party phrase. Aira does not speak to early adopters or environmental enthusiasts only. It does not assume the reader already cares about carbon; it shows why this matters to them.
**Direct, not blunt.** Lead with the benefit. "Cleaner, cheaper energy" before any product detail. Qualifications are allowed; they must not bury the lead.
**Progressive but grounded.** Aira owns the clean-energy mission without preaching. Optimistic and forward-looking. Not alarmist, not activist. The owner confirmed Aira's customers seek "progressive home energy solutions" — the word progressive is on-brand when paired with practical outcomes; solo, as a political signal, it is off-brand.
---
## Register
Warm and conversational. Closer to casual than formal, but no slang. Short sentences, benefit-first structure. Consistent across product copy and homepage — no sudden shifts into utility-company formality or startup hype. The homepage hero achieves this in two sentences; that compression and directness is the target register.
---
## Vocabulary
```yaml
prefer:
- word: "clean energy-tech"
tier: core
rationale: "Exact first-party category term from homepage hero headline. Hyphenated per source."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "accessible"
tier: core
rationale: "Used verbatim in first-party hero copy as a brand commitment, not a generic descriptor."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "affordable"
tier: core
rationale: "Paired with 'accessible' in first-party hero copy. Both words travel together."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "cleaner, cheaper energy"
tier: core
rationale: "Exact benefit phrase from first-party hero copy. Word order matters — cleaner before cheaper."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "millions of homes"
tier: default
rationale: "First-party scale signal. Signals mass-market intent, not niche positioning."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "heat pumps at the heart"
tier: default
rationale: "First-party framing that centres the core product in plain language without technical exposition."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "home energy solutions"
tier: default
rationale: "First-party category label. Broad enough to include heat pumps and adjacent products."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "progressive home energy solutions"
tier: default
rationale: "Owner-confirmed description of what Aira's customers seek (interview, 2026-08-19)."
source_hash: "d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5"
- word: "switch"
tier: default
rationale: "Action verb from first-party copy ('helping Europe switch to cleaner, cheaper energy'). Frames the transition as achievable, not daunting. Prefer over 'transition,' 'upgrade,' or 'convert.'"
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
avoid:
- word: "leverage"
tier: default
rationale: "As a verb meaning 'use' (e.g. 'leverage heat pump technology'). Introduces corporate register inconsistent with plain, warm tone. Inferred from first-party plain-language pattern; not a direct owner prohibition — treat as default, not core."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "next-generation / cutting-edge / advanced"
tier: default
rationale: "Tech-hype vocabulary inconsistent with benefit-led, plain framing. Inferred from contrast between first-party copy and typical industry language; not a direct owner prohibition."
source_hash: "acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d"
- word: "optimize your carbon footprint"
tier: core
rationale: "Environmental jargon aimed at specialist audiences. Contradicts the inclusive framing ('millions of homes,' not just eco-conscious early adopters). Inferred from owner-confirmed tone; treat as core because it directly undermines the accessibility positioning."
source_hash: "d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5"
- word: "HVAC / thermodynamic / BTU / COP"
tier: core
rationale: "Technical specifications. Aira's first-party copy leads with outcomes, not specs. Owner-confirmed that the brand should not sound like a technical or utility company."
source_hash: "d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5"
- word: "utility-company formality"
tier: core
rationale: "Owner-confirmed contrast. Aira is explicitly not the cold, institutional voice of a legacy energy supplier."
source_hash: "d79806f4dbea5e400384afe46c41c0bcf0797e5448f86b30ad18b62774a9c6a5"
```
---
## Punctuation and formatting
```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: sparingly
em_dashes: never
sentence_case_headlines: yes
capitalization_notes: >
"clean energy-tech" is hyphenated per first-party hero copy.
"heat pumps" is lowercase unless opening a sentence.
"Aira" is always capitalised.
```
---
## Copy examples
On-brand examples are verbatim first-party quotes. Off-brand examples are constructed contrasts — they are not attributed to any source and exist only to illustrate the avoid patterns above.
| On-brand | Off-brand | What the off-brand version violates |
|---|---|---|
| "Clean energy-tech for every home" | "Industry-leading residential renewable energy infrastructure solutions" | Tech-hype register; no benefit stated |
| "At Aira, we're making clean energy-tech accessible and affordable for millions of homes." | "Aira leverages cutting-edge heat pump technology to deliver premium energy efficiency." | Avoid: "leverage," "cutting-edge," no human outcome |
| "With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy." | "Our next-generation HVAC systems utilize advanced thermodynamic cycles to optimize your carbon footprint." | Avoid: technical specs, carbon-footprint jargon, specialist framing |
**Source for all on-brand examples:** airahome.com homepage, retrieved 2026-08-19 (content_hash acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d).
---
## Audience and channel modulation
**Evidenced:** Owner confirmed (interview, 2026-08-19) that Aira's typical customer is a homeowner already looking for "progressive home energy solutions" — they arrive with intent, not needing to be convinced clean energy exists. Copy for this audience can assume readiness and move quickly to outcome and product.
**Gap:** No channel-specific voice signals (social, email, support, press) were found in the available evidence. The register and tone guidance above applies across all channels until channel-specific findings are available.