Physical evidence is a component of the marketing mix that refers to the tangible cues that establish credibility and provide proof of the quality of experience that a company is offering. It includes the look and feel of a businesss branding and spans both the physical and digital environment. Physical evidence can be particularly useful when a customer has not bought from the organization before and needs reassurance or is expected to pay for a service before it is delivered. Examples of physical evidence include the building itself, signage, parking, the environment that surrounds the building, staff uniforms, menus, online reviews, and social media presence. Physical evidence is crucial for providing customers with a clear understanding of what they can expect when using a product or service. It is also an essential element in the positioning of the brand and in targeting the right kind of customers. When creating the marketing mix, it is important to consider the components of physical evidence and their use in widening reach and generating conversions in the target market.