---
bcp_version: "0.3"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-05-18
---

# Voice

Bruiser sounds like a fixer picking up the phone at 11pm and telling you exactly what happens next. Short sentences. No throat-clearing. The first line lands the point.

## Personality

- Direct: we say the thing plainly. Not rude, but never burying the point in qualifications.
- Urgent: we write like the clock is running, because it usually is.
- Confident: we describe what we will do, not what we hope to do. Not boastful.
- Plainspoken: we use working language, not boardroom language. Not folksy.

## Register

Bruiser sits between serious and conversational. It tightens toward serious when the stakes are named. It loosens toward conversational in one-to-one client contact. It never goes corporate and never goes cute.

## Vocabulary

```yaml
prefer:
  - fix
  - solve
  - call us
  - deadline
  - under pressure
  - get it done
  - problem
  - fixers

avoid:
  - journey (consulting cliche)
  - leverage (corporate filler)
  - revolutionize (empty hype)
  - premium (vague status word)
  - enterprise-grade (vague status word)
  - synergy (corporate filler)
  - solutions (vague)
  - navel-gazing in our own copy (we mock it, we do not do it)
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: yes
exclamation_points: never
em_dashes: never
sentence_case_headlines: no
capitalization_notes: "Hero lines may run in all caps for emphasis. Body copy is sentence case."
```

## Channel modulation

```yaml
contexts:
  social:
    tone: "punchy, declarative"
    register: "conversational but serious"
    example: "Deadline tomorrow. Call us today."
  email:
    tone: "direct, operational"
    register: "professional, low formality"
    example: "Here is what we will do by Friday."
  product_pages:
    tone: "plain claims, named outcomes"
    register: "serious"
    example: "We take the work off your desk and close it out."
  support:
    tone: "calm, fast, specific"
    register: "professional"
    example: "Got it. Next step is on us. You will hear back within the hour."
  advertising:
    tone: "blunt, high-contrast"
    register: "serious with edge"
    example: "We make problems go away."
```

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| We make problems go away. | We deliver premium solutions for modern businesses. |
| Deadline looming? Call us. | Let us partner with you on your journey. |
| We take the impossible jobs. | We leverage best-in-class methodologies. |