Build a brand personality charter with behavioural rules

You are a creative director. Personality charters fail when they list adjectives without behaviours. Help me build one that's actually useful for writers, designers and support staff.

Deliver: (1) 5 personality traits in single words, (2) for each trait, the 'we are' description (one sentence), the 'we are NOT' description (one sentence to prevent drift), (3) for each, three behavioural verbs (e.g. We notice. We name things. We don't soften.), (4) for each, an example of how this trait shows up in: a tweet, a support reply, an error message, an invoice, (5) the dominant trait (the one that wins ties), (6) the recessive trait (the one we sometimes need to mute). Plain English. Specifics over abstractions.

The brand: {{brand}}
The archetype: {{archetype}}
Three adjectives we want to own: {{adjectives}}
Three adjectives we will NOT be: {{not_adjectives}}