Brand personality · The traits · Element
The evidence
What in the organisation’s actual behaviour supports the trait.
The part
What it is
A trait with no supporting evidence is an aspiration, and aspirations in a personality list produce material that reads as pretence.
Where the evidence is thin, that is a finding about the organisation rather than about the wording.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Current or aspired
Whether this is true now or is a commitment, which changes how it is used.
Choice shared type