23d • General Discussion
Let's design a marketing plan: Physical Evidence
Step 7: What are the physical elements that make you feel real to your clients?
Before someone ever talks to you…before they ever buy… they’re already forming an opinion.
That opinion comes from your Physical Evidence: anything people can see, touch, or smell.
This includes things like:
- Your branding (colors, fonts, logo)
- Your website or app experience
- Your brick-and-mortar space (if you have one - paint colors, furniture, smells, etc.)
- Staff uniforms and dress standards
- Packaging, menus, signage
- Even the way things are organized or presented
Physical Evidence answers the question of, “Does this feel like it’s for me?”
Think about the difference between a biker bar and a small-town diner. They could serve similar menu items...but you instantly know which one you’ve walked into.
Why?
Because everything signals something different:
- the music
- the lighting
- the way the staff is dressed
- the seating options
- the decor on the walls
- the branding (logo design, color palettes, etc.)
- even how clean (or not) things are
For the last time, we'll return to our coffee shops for Ryan and Kevin from The Office.
FOR RYAN:
Ryan’s experience is efficient, elevated, and status-driven. So everything he sees should reinforce that.
- Clean, modern branding (nothing cluttered or playful)
- A sleek, fast website/app interface
- Minimalist design—everything feels intentional
- Staff dressed in a polished, put-together way
- Clear, sharp signage (no confusion, no chaos)
- Packaging that feels premium and streamlined
Nothing feels random or outdated. Everything reinforces Ryan's identity of being high-level and put together.
FOR KEVIN:
Kevin’s experience is warm, familiar, and relaxed. So his Physical Evidence should feel the same.
- Softer, more approachable branding
- A simple, easy-to-use website (not overly sleek or complicated)
- Signage that feels friendly and clear
- Staff dressed in a way that feels comfortable and approachable
- Packaging that feels homey or familiar
- Small, human touches that make the space feel lived-in
Nothing feels intimidating or overly designed. Everything is meant to help Kevin feel comfortable and accepted.
If your Physical Evidence doesn’t match your Product, Price, Place, Process, and People… people feel the disconnect immediately.
Physical Evidence is the proof of everything you’ve been saying.
So instead of asking: “Do I like how my brand looks?”
Ask: "Does this look like it was made for the person I’m trying to attract?"
At this point, you’ve seen all 7 Pillars:
- Product
- Price
- Place
- Promotion
- People
- Process
- Physical Evidence
Most marketing advice starts with Promotion.
But Promotion amplifies what's already there.
If everything else is aligned, your marketing starts to feel simple.
If it's not.... No amount of posting will fix it.
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Let's design a marketing plan: Physical Evidence
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