A brand personality helps ensure consistency in communications: avoiding being too brash, too defensive, or too abstract. It allows our audiences to relate to us. If values are the parts of our personality that we actively promote to others, then attributes are the qualities that we want others to intuitively ascribe to us as a result of our actions. We openly speak of our values, but attributes must be self-evident through ongoing behavior.
Attributes are the distinctive combination of characteristics and qualities that make us stand out from the crowd; what make us unique. Similarly, a brand personality describes the unique attributes of an organization that when combined, articulate who we are.