P7: Physical evidence - Designing a trustworthy brand experience

Why do great products still fail to win customers? The answer often lies in Physical Evidence – everything your audience sees, hears, smells, or touches when interacting with your brand. For Gen Z, it takes just 3–5 seconds to decide if they trust you. In this short and practical course, you’ll learn how to design consistent and trustworthy brand experiences across both physical and digital touchpoints. From store layout and packaging to Instagram posts, emojis, and even your tone of voice when replying to comments — it all matters. We’ll introduce the CLEAR formula (Consistent – Local – Emotional – Accessible – Relevant) to help you audit and upgrade your brand presence. With real-life case studies like Starbucks, Glossier, and a $5,000 gym makeover, you’ll see how small changes can lead to big impact. By the end of this course, you’ll walk away with a 7-day action plan to strengthen brand trust, improve customer impressions, and turn Physical Evidence into your brand’s secret weapon. Perfect for junior marketers, startup founders, and creators who want to build stronger, more memorable brands in today’s crowded digital world.