Guidelines · Writing
Voice in practice
The voice is constant; the tone flexes. This page is the variable layer — how the same calm, precise Autara adjusts to channel and audience without ever changing character.
Tone by context
Read the room, then tune. The dial moves; the voice does not.
| Context | How the tone flexes |
|---|---|
| Product UI | Spare and declarative. State what happened and what is next. No filler. |
| Customer message (WhatsApp / SMS) | Warmer and more human, still precise. Same-team, never scripted. |
| Marketing & web | Confident and quietly certain. The clean slate, stated boldly — never hyped. |
| Status & system | Factual and calm. Mono labels, exact values, no drama even in errors. |
Style essentials
- UK English spelling and grammar.
- Sentence case for everything; mono for IDs, labels and values.
- No exclamation marks. No emoji in product, marketing, or brand copy.
- Say it once. The second sentence usually earns its place by being cut.
Writing it
Do
Keep the character constant and let the warmth rise for customers and the certainty rise for marketing — one clear line at a time.
Don't
Switch personalities by channel, pad with qualifiers, or reach for hype, emoji, or exclamation marks to manufacture energy.
Downloads
Tell us where to send updates and the asset pack unlocks below. We use it only to let you know when the guidelines change.
Source of truth: TOV-001 · BR-020 — canonical voice rules and the verbal brand. Where this page and TOV-001 differ, TOV-001 wins.