Brand personality · The traits · Element
The trait
Each chosen characteristic, in a word or short phrase.
The part
What it is
Chosen because it is true and useful rather than because it is attractive. A trait nobody would object to is not doing any work.
Priority matters where traits conflict, which they will: warm and direct pull against each other in a refusal.
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.