(Alexander: In light of our exchange of comments, I have slightly revised the first sentence of my response to better reflect my intention.)
Perhaps you will find the following alternative formalization of the familiar informal characterization of a von Neumann Ordinal to be of interest.
A set $\alpha$ is a von Neumann ordinal if and only if there is a well-ordering $<_\alpha$ of $\alpha$ such that for each $y \in \alpha$, $y=\{x \in \alpha: x <_{\alpha}y \}$.
Proof. It is evident that an ordinal defined à la von Neumann is a von Neumann ordinal in the above sense. To establish the converse, let $x,y,z \in \alpha$. (i) If $x \in y$ and $y\in z$, then $x<_{\alpha} y$ and $y<_{\alpha} z$, which implies $x<_{\alpha} z$, which in turn implies $x\in z$. Moreover, (ii) since exactly one of $x=y$, $x<_{\alpha} y$ and $y<_{\alpha} x$ is the case, it follows that exactly one of $x=y$, $x\in y$ and $y\in x$ is the case, which shows $\alpha$ is totally order by $\in$. Now let $A$ be a subset of $\alpha$. Then $A$ has a $<_\alpha$-least member; and since $\in$ totally orders $\alpha$, $A$ has an $\in$-least member, which implies $\in$ well-orders $A$. To complete the proof note that every element of $\alpha$ is a subset of $\alpha$.
Edit: The above alternative definition of a von Neumann ordinal comes from p. 254 of my paper All numbers great and small, in Real Numbers, Generalizations of the Reals, and Theories of Continua, edited by P. Ehrlich, Kluwer Academic Publishers, Dordrecht, pp. 239-258.
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