Comb this list and sort these traits. This part is important: if the trait doesn’t resonate as an immediate yes or no, then use the NEITHER option. We know, we know, you're excited and you want to put hell yes for everything, but remember you will have to narrow this down to 5 eventually so try to be meaningful with your selection. Do this exercise as quickly as possible because your gut reaction is usually right.
Get concise. Pick your top 5 hell yes trait and your top 5 hell no traits.
Make it real. List your traits out and tell us about them. What does it look like when your brand is living up to this trait?