Visual Brand Standards Guide

Transcription

1 Visual Brand Standards Guide

2 Attention to Detail Attention to Detail is the Supercuts brand promise that inspires and guides our salons and guest experience at every touch point. This promise helps our stylists to support each other and keeps our salons energized so we deliver the experience our guests want. In order to honor this brand promise and commitment to our guests, it is crucial that our attention to detail is applied to all aspects of our business. The appearance of the salon is a guest s first impression of our in-salon experience, so paying attention to each detail is key. This guide is a starting point and reference to help all salons achieve the Supercuts visual standards. Please remember that as a franchisee, you retain exclusive control over all employment decisions. Visual Brand Standards Guide 2

3 Front Door & Windows Impress your guests as soon as they arrive at your salon. Pay attention to the details of your storefront, such as the cleanliness of the front door and windows. Make sure your collateral is in pristine condition and shows the guest our commitment to our brand promise. Front Door Store hours displayed (1) Floor mat placed inside front door Front Window Marketing-approved window posters (applied with hanging gear as instructed in ShopTalk) (2) Open LED sign or open/closed sign (3) Visual Brand Standards Guide 3

4 Salon Housekeeping & Maintenance Allow your guests to see and experience the Attention to Detail right when they walk in the front door by keeping your salon clean and organized. The list below is a recommendation only. The individual franchisee s operations manuals/procedures and state regulations should be followed by salon staff. Daily Brand Standards 360 Guest Experience Hot Towel Refresher Supercuts Technique/Blue Comb Guest Service Notebooks/Super Goals Between Each Guest Sweep floor Use sanex strips with capes and use only freshly laundered towels Make notes on guest ticket at station Wipe down station and face products forward Check hand mirror for fingerprints Drape chair with cutting cape and turn chair towards reception area Clean shampoo bowl, disinfect the neck of bowl, clear hair trap Sanitize tools, combs and clips Store dirty and clean tools and implements separately Waxing area is clean, hair free, and covered. Guest cards are being used Keep backroom doors closed at all times Shift Checklist Clean and disinfect all work surfaces including station, chairs and base Drape chair with cutting cape and turn chair towards reception area Wipe down station mirror Empty & clean waste basket Make sure all containers are properly marked, tightly closed, and properly stored Use separate container for used towels Wash towels and capes Pull retail items forward to front edge of shelves Super duties complete Booster seats are clean and stored appropriately Weekly Overall Cleanliness Check Keep windows, screens, doors and curtains clean Dust retail shelves Work station drawers, color carts, and cabinets are clean and free of excessive hair Chairs are clean, free of cracks and rips and are fully operational Super duties reassigned Mop floors (or as needed) As Needed Walls Ceilings and Floors No cracks, leaks, water damage, or missing materials Change burned-out light bulbs right away Plumbing, Sinks & Shampoo Bowls Plumbing is free of leaks Hair traps are cleaned out Sinks and shampoo bowls have proper drainage and are in good repair Visual Brand Standards Guide 4

5 Front Desk Area A clean, front desk area showing the menu board and other branded information reminds guests that they are at a Supercuts salon, and contributes to the Supercuts brand experience. Guest Facing Collateral *No handwritten signs Gift card easel (1) o Place salon gift cards in the recommended easel near credit card terminal Mobile app cards (2) o Place in guest sight near POS Superpick easel (if applicable) o Place near the credit card terminal Return policy o Found on the front of receipt Concurvas retail (3) Operating wait boards (4) Approved menu boards (4) Business cards Non-Guest Facing Items Retail ShopTalk (If applicable) Plan-o-Grams Product samples (If applicable) Extra gift cards Extra retail bags Loyalty cards (i.e. 8=9) Bounce back cards (If applicable) Operational Reference materials & guides Extra business cards Trash can SuperSalon cheat sheet Manual copy of schedule Hair length chart Wait time chart Pricelist guide Salon definitions Super duties- placed in a 3-ring binder in sleeves Opening and closing procedures Bank deposit bags & slips Door and/or gate lock key Office supplies Post-It notes Pens Paper clips stapler for coupons Visual Brand Standards Guide 5

6 Retail Area We want our guests to consider your stylists product recommendations; therefore, it s important to make sure the retail area looks clean and appealing. When the shelf talkers are straight, shelves are dusted and products are facing forward, it s easier for the guest to find the product they are seeking. Retail Shelves Shelftalker acrylic holders (1) Shelf spacer (2) Vendor Header Cards (3) Other Ceiling danglers (seasonal) Style books are clean and organized Visual Brand Standards Guide 6

7 Stylist Stations The appearance of the stations is a key component to the overall brand experience. By keeping the stylist stations clean and organized, we show our guests that the stylists are true professionals who care about providing an exceptional experience. The list below is a recommendation only. The individual franchisee s operations manuals/procedures and state regulations should be followed by salon staff. Collateral/Promotional Items Concurva Signs (1) Arrives with promo collateral kit Note: Some salons will receive mirror clings instead of concurva signs Mirror cling Concurva promotional product shelf (2) Stylist business cards Cosmetology license framed and displayed properly (Varies by salon) Station Maintenance Free of hair Wipe down station after each use Tool & Appliance cords coiled Sanitize your tools, combs and clips after each use Back bar products are neat and clean Use only approved Paul Mitchell back bar products Paul Mitchell styling products clean and facing forward 1 Visual Brand Standards Guide 7

8 Shampoo Area Making sure the shampoo area is clean and ready for each guest shows that we are focused on ensuring the guest has a relaxing shampoo service experience. The list below is a recommendation only. The individual franchisee s operations manuals/procedures and state regulations should be followed by salon staff. Backbar Black washcloths for refresher service White towels for Tea Tree Experience Towels Wax warmer- placed on allocated shelf (if applicable) Backbar products clean and facing forward Hood dryers are clean (if applicable) Shampoo bowls Hair trap filter Waste basket with lid Visual Brand Standards Guide 8

9 Documents to Display Displaying salon licenses and certificates shows guests that our stylists are professionals who care about being up-to-date on the latest trends and education. The list below is a recommendation only. The individual franchisee s operations manuals/procedures and state regulations should be followed by salon staff. Licenses Display and frame all salon licenses in view of the front entrance Display and frame all stylist licenses at the station they are working at Note: Comply with inspector s instructions if asked to move licenses to a different area Certificates Display Stylist certificates at the station they are working such as: HSA Waxing Visual Brand Standards Guide 9