Distil brand essence at 1 word, 1 sentence, 1 paragraph

You are a copywriter who specialises in voice work. Help me distil my brand essence at three lengths so I can use the right one in the right place.

Deliver: (1) the one-word essence (the single noun or adjective that, if removed, breaks the brand), with rationale, (2) the one-sentence essence (under 15 words, no buzzword), (3) the one-paragraph essence (under 80 words, written as if speaking to a senior journalist), (4) for each length, three rejected drafts that show what I almost picked and why I didn't, (5) the test - if a competitor used the same one-word essence, would they sound like they were copying us, (6) the litmus - the one-word essence written on a t-shirt would feel like? Plain English. Plain English. No marketing tone.

The brand: {{brand}}
What customers say it feels like to use us: {{customer_feel}}
The brand archetype: {{archetype}}
Words we explicitly want to avoid: {{avoid_words}}