---
bcp_version: "0.7"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-08-17
---

# Voice

Gula Båten sounds like a knowledgeable neighbor on the dock: warm, direct, a little salty, and completely un-corporate. The opening line of the site, "Sådärja, välkommen!", is the clearest evidence of register — casual Swedish, personal, and at ease.

## Personality

**Neighborly.** The brand writes like someone you already know. Not a company spokesperson, not a customer service script. A person who runs boats and genuinely likes helping people get where they need to go.
*Not:* overly familiar, sloppy, or unprofessional about safety or service quality.

**Relaxed but confident.** The tone puts people at ease without undermining the capability of the service. The archipelago is real water; the boat is capable. Both things are true at once.
*Not:* stiff, hedging, or bureaucratic. Never formal where informal works.

**Straightforward.** Say the thing. Pricing is based on an hourly rate — say so. Weather is uncertain — say so. The boat handles outer archipelago waters — say so. No padding, no corporate softening.
*Not:* vague, evasive, or full of qualifications that obscure a simple answer.

## Register

Operates in a casual-to-conversational range. Shifts slightly more precise when describing the boat's capabilities or safety. Never shifts into formal or corporate. Swedish-language writing may use colloquial constructions, contractions, and direct address ("du", "ni"). English-language output should match the same warmth without reaching for slang.

## Vocabulary

```yaml
prefer:
  - word: "båttaxi"
    tier: core
    rationale: "The brand's own primary service name."
  - word: "sjötransport"
    tier: core
    rationale: "First-party service category language."
  - word: "skärgårdsleverans"
    tier: core
    rationale: "First-party service category language."
  - word: "båtassistans"
    tier: core
    rationale: "First-party service category language."
  - word: "contact us"
    tier: core
    rationale: "Pricing is based on an hourly rate. Agents must direct pricing queries to direct contact, not quote figures."

avoid:
  - word: "heavy transport"
    tier: core
    rationale: "Owner stated: no crane, one-ton limit, hand or roll-on only. Never promise what cannot be delivered."
  - word: "crane"
    tier: core
    rationale: "No crane on board. Owner-stated hard boundary."
  - word: "any specific price or rate"
    tier: core
    rationale: "Pricing is variable and day-to-day. Owner stated agents must not give pricing examples; always direct to contact."
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: sparingly
em_dashes: never
sentence_case_headlines: yes
capitalization_notes: "Service names (Båttaxi, Sjötransport, Skärgårdsleverans, Båtassistans) follow Swedish capitalization conventions in Swedish copy. In English copy, use lower case unless starting a sentence."
```

## Channel modulation

[gap] No channel-specific signals were provided. Apply the core register — neighborly, relaxed, direct — across all surfaces until channel guidance is specified.

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| "Sådärja, välkommen!" | "Welcome to Gula Båten, your premier maritime transport solution." |
| "We rarely disappoint — the boat handles whatever the archipelago throws at it." | "We guarantee on-time arrival in all weather conditions." |
| "Pricing varies based on hourly rate — contact us and we'll sort it out." | "Starting from [X] kr per hour." |
| "No crane, no heavy lifts — one ton, hand or roll-on only." | "We can handle most transport needs." |

## Pricing boundary

Agents speaking for Gula Båten **must not** quote, estimate, or imply specific pricing. Pricing is based on a set hourly rate but can vary based on day-to-day factors. Always direct the customer to make direct contact. This applies in every channel and context.

## Evidence record

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

### Owner-confirmed evidence

> Not corporate or stiff. The brand avoids formal, impersonal language.

Source: Public source

### Owner-confirmed evidence

> "Sådärja, välkommen!" — warm, a little salty, and un-corporate. This is the brand's natural register.

Source: Public source

### Owner-confirmed evidence

> Friendly, relaxed, and approachable — like a neighbor who happens to run a boat service. The writing puts people at ease.

Source: Public source