In poker a Tell shows another player that their opponent is making a consistent, characteristic move.
In each situation Tells provide character moments that indicate consistency, history, personality and recognition. Most importantly a Tell is consistent.
What are your brand’s Tells?
What are the reminders that your customer has come into contact with your brand?
Good brands have many Tells.
Tells are subtle and obvious; sight, sound, smell, touch, word, thought, idea, colour, personality, statement, texture, process and system.