Brand personality · The traits · Element
The opposite
What the trait is not — the qualifier that makes it usable.
The part
What it is
“Warm, not casual.” “Direct, not blunt.” “Confident, not certain.” The second half is what turns an adjective into a boundary.
Without it, every trait expands to cover whatever the person applying it already wanted to do.
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.