69654 EXE MODULE 1

BRAND CHAMPIONS. KMFL TRAINING ACADEMY

In this Module 1. Our logo & slogan 2. Our story 3. Our True North/Vision 4. History of growth 5. Execuspecs Mission 6. What sets Execuspecs apart 7. Execuspecs Brand Champions

Our logo & slogan The EXECUSPECS logo can be used in three main ways, logo with or without slogan in the black rectangle . Logo removed from the rectangle, living on a design in black or white depending on the colour or image below it. The logo can also live in a white area below or above an image, these main ways allow optimal attention to the logo and will aid in drawing the viewers attention towards the area of focus.

Our story At Execuspecs, we do things a little differently. We inject style & inspiration into the typically dull experience of Optometry. We believe there is something more to vision health than medical aids and clean white surfaces. We don’t own practices, but rather a retail store filled with character and warmth. We don’t have patients, only customers – OUR customers!

Our True North as a brand Our Vision 1. Customer Delight We aim to sell an experience, not a transaction. We aim for authentic commitment to delight our customers in every way possible. From in-store service (best technology & best of breed Optoms), all the way through to our packaging and online channels. Our customers need to feel inspired and emotion with our brand. 2. Offers the latest eyewear trends We have the most beautiful product. Attainable. Fashionable. Always fresh. Our BAKER Collection offer exclusivity to our customers & offers something different to any other Optometrist in South Africa. Our brand image is aimed to inspire rather than feel unattainable.

3. Giving back: We want to make a difference and support the next generation where we can! Our iCare programme aims to EMPOWER children with the gift of sight. When you buy any pair of Baker frames from Execuspecs, it enables us to donate a free eye test and frame to a child. BUY 1 and EMPOWER 1! free eye test, frame & lenses with every Baker f rame purchased For kids 6 - 12 years of age Terms & Conditions Apply. 4. Make our stores more accessible: We want our customers to turn into monthly shoppers. This is achieved by offering more than just eyecare, but through accessories & additional buy ins – bring our customers back in store.

History 37 of Growth BESPOKE STORES Starting in 2005, Execuspecs has grown to 37 bespoke optometrist stores around South Africa and Namibia.

Execuspecs’ Mission Our mission is to inject inspiration & style into a typically dull experience. We aim to inspire every customer that interacts with our brand. From the passion for our products, to delighting our customers – we want everyone to walk out feeling better than when they first arrived. What sets Execuspecs apart We set ourselves apart by differentiation. . Latest in Fashion-forward eyewear . Exclusivity through our BAKER collection . Best technology and best of breed Optometrists . Comprehensive & advance eye care . Customer Delight – best customer service in the industry & omni-channel experience. . Giving back– Buy 1 Empower 1. . Experience in store (non-clinical) . Inspiring brand

Execuspecs Brand Champions Every person employed by our brand is an Execuspecs’ brand champion. What our brand believes in should inspire you as an employee/brand champion! To build a strong brand requires that all employees feel completely in tune with Execuspecs. Your customers expect, and deserve, to speak to someone who is committed and caring. Being a Brand Champion means that . You feel proud to be associated with Execuspecs. . Your behaviour at work and afterhours shines a positive light on Execuspecs. . You are completely committed, from attitude to appearance, in playing your part to grow Execuspecs’ success. . You are knowledgeable about Execuspecs and its products and services. . You care about the success of yourself, your store, and your customers’ success.