In archaeology a Tell is an earthen mound on which lies the foundations of multiple cities, built and destroyed over many hundreds or thousands of years. Archaeologists can look at the layers of the Tell and understand the characteristics of the cities that stood there.

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.