Module 3 — The brand promise and brand execution

Section 1 · Pre-work (45 minutes)

Required reading

• Operations Manual §2.2 (Customer Promise), §2.3 (Brand Standards and the Marks), §2.4 (On-Site Brand Execution). 20 minutes.
• HiON Voice Playbook, full text (all 12 sections + appendix). 20 minutes. The Voice Playbook is the operating reference for everything the franchisee writes; the Manual is summary-level on voice.
• The trainee’s Franchise Agreement §11 (Marks). 5 minutes.

Required pre-session activity

• Log into the Partner Portal Brand Asset Library. Download the current asset bundle (HiON logo lockups, Tesla mark lockups, signage specifications, charger wrap files, pavement marking specifications, uniform/PPE templates, launch toolkit).
• Photograph or screenshot all current site-facing materials the franchisee owns or has produced: existing signage, current Google Business Profile listing, current social media handles, current ribbon-cutting invite template (if any), business-card design, email signature, uniform spec. Bring to session.

Pre-session knowledge check

Submitted via Partner Portal at least 24 hours before the session.

1. Name the five pillars of the HiON customer promise. (Open response.)
2. May the franchisee use “HiON” in their business entity name, domain name, or email address? Cite the basis.
3. Which Site Host branding placements are permitted on the EV Charging Equipment cabinet, posts, connectors, or cable management? Cite the basis.
4. A faded charger wrap is discovered Tuesday morning. By what date must it be replaced and from which vendor?
5. May the franchisee publish a side-by-side comparison of HiON sites versus a competing fast-charging network’s sites if every claim in the comparison is factually accurate?

Bring to session

• The trainee’s executed Franchise Agreement
• A printed copy of the photographed / screenshotted site-facing materials (pre-work above)
• The trainee’s Designated Business Manager

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Section 2 · Learning objectives

By the end of this module, the trainee can:

1. Articulate the five customer-promise pillars (Fast, Reliable, Simple, Safe, On-brand) and recognize, in real time, any of the six §2.2.2 promise-breaking event categories on a site.
2. Apply the four [MANDATORY] Marks usage standards (§2.3.1) to any new use case — signage, marketing, social, entity name, domain, email address — and reject any unauthorized use without delay or hedging.
3. Apply the Tesla mark constraints (§2.3.3) including the [MANDATORY] prohibition against suggesting any partnership, endorsement, sponsorship, or affiliation between HiON, the franchisee, the Site Host, and Tesla, Inc. beyond the operational fact of equipment + network integration.
4. Maintain a brand voice consistent with the HiON Voice Playbook in every customer-facing communication — Boardroom, Site & Sales, or Field register as the context dictates — and never make comparative, disparaging, or roadmap-speculative statements.
5. Execute the §2.4 signage hierarchy (six sign tiers from Primary Identification through Site Host co-branding) and meet the 15-calendar-day remediation window for damaged, faded, or non-conforming signage and wraps — sourcing replacements only from HiON’s designated vendor.
6. Reject any co-branding, sponsorship, exclusive marketing arrangement, or Site Host accommodation that places Site Host branding ahead of HiON branding or that grants Site Host independent use of the Marks or the Tesla mark.
7. Operate from the current Brand Asset Library (§2.4.6) — never from cached, downloaded, or locally-stored superseded versions.

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Section 3 · Why this matters

The Manual states it directly: “The HiON brand is the most valuable asset in the System” (§2.3 Purpose). It signals to drivers, Site Hosts, regulators, and the public that a HiON EV Facility meets a consistent, high standard. Every required standard in the Manual ultimately ladders up to the customer promise (§2.2 Purpose). If an operating decision does not serve the promise, it is not the right decision.

The franchisee’s exposure is concrete. Misuse of the Marks is a §2.3.1 [MANDATORY] violation. Misuse of the Tesla mark — beyond the narrow license the franchisor extends — risks not just an internal finding but the HiON-Tesla relationship the franchisee’s revenue depends on. The Manual’s exception process (§1.2.6) explicitly will not grant any exception that dilutes the Marks, the brand, or the customer promise.

The Voice Playbook makes the same point from the brand-strategy side: “The voice is the moat. The business model can be copied. The Tesla relationship can be approximated. The credibility of how HiON sounds — and what that signals to a Steve Wazny across a conference table — is the part that takes years to build and minutes to lose” (Voice Playbook §02). The franchisee is, the moment they sign, custodian of that moat at their site.

The eighty-second framing in §2.4 Purpose is operational, not aspirational: “A HiON EV Facility earns its brand equity in the eighty seconds a driver spends finding the site, pulling in, and connecting to a charger.” The driver’s perception is built in real time from the signage they navigate, the pavement they cross, the cabinet wrap they see, the connector they pull, and the experience the Tesla app delivers. Each of those layers has a [MANDATORY] standard in §2.4. The discipline of brand execution is what allows a driver to pull into the Parker site for the first time, the Wichita site three months later, and the Tulsa site a year after that — and not have to learn each site as if it were a different operator.

Acknowledged Elephant: brand discipline reads as overhead to operators used to running QSR or service franchises where the brand is enforced primarily through product. HiON has one product (electricity) and one delivery channel (Tesla’s app). The brand exists almost entirely in the physical site, the visual identity, and the franchisee’s voice. There is no menu board to enforce, no uniform to check at the front counter, no procedure for “we don’t run out of the milkshake mix.” The brand is the site, the voice, and the consistency. The operator who treats this module as procedural overhead will fail the §3.3 brand-execution audit findings. The operator who treats it as the entire customer relationship will pass.

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Section 4 · Core content

4.1 — The customer promise: five pillars and what breaks them (§2.2)

The HiON Customer Promise (§2.2 — verbatim from the callout box):

Fast. Every session delivers ultra-fast charging at the maximum rate the driver’s vehicle can accept, on Tesla Supercharger equipment. Reliable. The chargers work. The site is clean, lit, and navigable. Downtime is rare, brief, and quickly resolved. Simple. Drivers find the site, plug in, charge, and pay through the Tesla application. No apps to download, no accounts to create, no card readers to fumble with. Safe. The site is well-lit after dark, the pavement is clear, the access routes and accessible spaces meet code, and drivers and their passengers feel safe at any hour. On-brand. The site looks like a HiON location and feels like a HiON location. The Site Host relationship is additive, not confusing.

Five [MANDATORY] standards in §2.2.1 — what every driver must experience, every hour:

1. Every charging post visibly operable — physically undamaged, cable seated, connector clean, indicators working, not cordoned off or signed out-of-service unless HiON has directed it
2. Lit to a standard that permits safe navigation, connection, disconnection at any hour
3. Clear, compliant accessibility paths and accessible parking (§7, §13)
4. Current, legible HiON branding, wayfinding, and safety signage (§2.4)
5. Free of trash, debris, snow, and other access-blocking obstructions (§9)

Six promise-breaking categories (§2.2.2) — each has a detailed procedure elsewhere:

Category	Procedure source
Charging post faults a driver mid-session, fails to initiate, or delivers substantially less than rated power	§9 (fault escalation) — operationalized in M10
Site is blocked, locked, snow-covered, or otherwise unreachable	§9 (site-area maintenance) — operationalized in M10
Driver cannot find the site (Tesla app location wrong, site signage missing, wayfinding wrong)	§2.4 + §7 — operationalized in M03 + M06/M07
Payment dispute, billing question, or account issue mishandled by the franchisee team (whose role is to escalate, never to resolve)	§10 — operationalized in M11
Safety event — injury, collision, altercation, hazardous material, electrical fault visible to drivers	§13 + §3.2 — operationalized in M14 + M02
Perception that HiON is not a cohesive brand — mismatched signage, off-brand statements to drivers, inconsistent presentation across units	§2.3 + §2.4 — operationalized in this Module

The franchisee’s role in the promise (§2.2.3): the promise is delivered by HiON’s EV Charging Equipment and network + HiON’s MSA-covered maintenance + everything that happens on the franchisee’s side of the site. The franchisee’s side is the operating surface for this Module and subsequent operate-phase modules:

• Site-area maintenance — snow, landscaping, lighting, bollards, striping, pavement repair, trash, cleanliness
• Signage, branding, wayfinding
• Accessibility routes, accessible parking enforcement, physical site condition
• Security presence and any security systems
• The Site Host relationship and the Site Host’s cooperation
• Monitoring the site through the Partner Portal and promptly escalating any fault or event
• The franchisee’s team’s conduct when a driver, Site Host customer, or member of the public interacts with them on site

4.2 — The Marks and the licensing framework (§2.3.1)

The Marks licensed to the franchisee under the Franchise Agreement include:

• The “HiON” trademark
• The “TESLA®” trademark to the extent of HiON’s rights
• Any other trade names, trademarks, service marks, certification marks, logo designs, and insignia HiON designates from time to time for use within the System

HiON (or HiON’s affiliate HiON IP, LLC) is the owner or exclusive licensee of the Marks. The franchisee receives a non-exclusive license to use the Marks solely in connection with the operation of the HiON EV Franchise.

Four [MANDATORY] standards govern all Marks use (§2.3.1):

1. Use the Marks exactly as specified in the HiON Brand Asset Library on the Partner Portal. No alteration, no recoloring, no stretching, no skewing, no cropping, no combining, no stylizing.
2. No Mark in any of the following identifiers, except with HiON prior written approval: the franchisee’s business entity name, domain name, social media handle, email address, or other identifier.
3. No Mark in connection with any goods, services, business, or venture other than the operation of the HiON EV Franchise.
4. No franchisee may register, apply to register, claim ownership of, or challenge HiON’s rights in any Mark — during or after the term of the Franchise Agreement.

The four standards are non-negotiable. The legally binding rules live in FA §11. This Section operationalizes them.

4.3 — HiON mark and Tesla mark — the operating-context rules (§2.3.2–§2.3.3)

Use the HiON mark in (§2.3.2):

• Site signage per §2.4 specifications
• Permitted marketing materials, press releases, social posts approved under §11/§12
• Site Host pitch materials supplied or approved by HiON under §5
• Uniforms and PPE for the franchisee’s team on site (§8)
• Business cards, email signatures, internal documents used in connection with the franchise

Any new HiON mark use case not authorized by the Manual or Brand Asset Library is [APPROVAL REQUIRED] (§2.3.2) — submit under §1.2.6.

The Tesla mark — four [MANDATORY] standards (§2.3.3) — the most carefully written sub-section in §2:

1. Use the Tesla mark only in the specific configurations, lockups, and contexts approved in the Brand Asset Library
2. Do not use the Tesla mark in any way that suggests a business relationship, partnership, endorsement, sponsorship, or affiliation between the franchisee and Tesla, Inc.; between the Site Host and Tesla, Inc.; or between HiON Franchise Group, LLC and Tesla, Inc. — beyond the operational fact that the HiON EV Facility uses Tesla Supercharger equipment integrated into the Tesla Supercharger network
3. No Tesla mark in any business entity name, domain name, social media handle, email address, or other identifier
4. If HiON removes the Tesla mark from the Brand Asset Library, narrows the approved use cases, or instructs the franchisee to modify their use, the franchisee must comply within the timeframe HiON specifies

The accurate sentence (the only one the franchisee should reach for in any voice register): “a HiON EV Facility uses Tesla Supercharger equipment integrated into the Tesla Supercharger network.” Anything stronger — “in partnership with Tesla,” “a Tesla franchise,” “Tesla-endorsed,” — is a §2.3.3 violation regardless of how casually the phrase is dropped.

The Voice Playbook’s vocabulary discipline reinforces this: “Verbal / written — use freely: ‘Tesla Supercharger’ / ‘Tesla network’ / ‘Tesla-managed’ / ‘Tesla-operated’ / ‘On the Tesla network’ / ‘Powered by Tesla’ / ‘V4 Supercharger’ / ‘NACS’ / ‘Magic Dock.’ Visual / logo — restricted: do not use the Tesla logo in pitch decks, web, signage, or social graphics. Do not co-brand visually. Photography of Tesla hardware at HiON sites is permitted; close-ups of Tesla logos as a focal element are not” (Voice Playbook §07).

4.4 — Voice and tone — Manual summary + Voice Playbook as operating reference (§2.3.4)

The Manual’s voice description (§2.3.4): the HiON voice is:

• Confident — because the Tesla Supercharger network is the most reliable fast-charging platform in North America and a HiON EV Facility is a first-class node on it
• Plain — because drivers are busy and the value of the site is that it just works
• Respectful — of drivers, Site Hosts, neighbors, and the public
• Brand-first, not operator-first — because every HiON EV Facility should feel like a HiON location before it feels like a location operated by the franchisee’s specific business entity

The Manual’s voice description is summary-level. The HiON Voice Playbook is the operating reference for every piece of writing the franchisee produces in connection with the HiON EV Franchise. The Playbook governs:

• The four voice principles (Authority through arithmetic; Operator-fluent; Historically anchored, politically neutral; Disciplined conviction) — Playbook §03
• The three registers (Boardroom; Site & Sales; Field) — Playbook §04
• The vocabulary library (Always / Sometimes / Never lists) — Playbook §05
• Punctuation rules (no exclamation points; em-dashes structural; sentence case for headlines; numerals over spelled-out numbers) — Playbook §05
• The three signature moves (Historical Parallel; Inverted Frame; Acknowledged Elephant) — Playbook §06
• Naming conventions for HiON, HiON Superchargers, HiON Franchise Group, HFG, HFG Holdings — Playbook §07
• Tesla reference discipline (verbal unrestricted; visual constrained) — Playbook §07
• Twenty side-by-side rewrites of common mistakes — Playbook §10
• The pre-publish seven-point diagnostic — Playbook §12

Four [MANDATORY] voice/tone standards from §2.3.4:

1. Use approved HiON messaging in customer-facing communications — site signage, site-specific web and social content, press releases, ribbon-cutting remarks, Site Host pitch materials
2. Make no statement, in any medium, that conflicts with the HiON customer promise, misstates the funding structure, misrepresents HiON’s or Tesla’s role, or promises performance beyond what is documented in the FA / MSA / current Partner Portal messaging
3. Make no comparative, disparaging, or defensive statements about other charging networks, other EV charging operators, or other vehicle manufacturers
4. Make no statements about HiON’s or the Tesla Supercharger network’s future roadmap, planned product changes, planned pricing changes, or planned territory expansion

Read those four standards alongside the Voice Playbook’s Never list (Playbook §05): no climate / sustainability / green language; no franchise clichés (be your own boss, join the family, proven system); no filler intensifiers (truly, really, very, simply, basically); no “we believe / we’re committed / we’re excited”; no exclamation points anywhere ever. The two layers — Manual [MANDATORY] standards + Playbook Never list — are cumulative, not alternative. A piece of communication that satisfies the Manual but uses Playbook-prohibited language is wrong. A piece that satisfies the Playbook but misstates the funding structure is wrong. Both pass, or neither.

4.5 — Co-branding hierarchy: Site Hosts and third parties (§2.3.5–§2.3.6)

The hierarchy rule (§2.3.5): drivers should perceive a HiON EV Facility as a HiON location hosted at the Site Host’s venue — not the Site Host’s location with HiON chargers embedded. HiON first, Site Host secondary.

Four standards on Site Host co-branding (§2.3.5):

1. [MANDATORY] HiON branding must be the primary and dominant visual identity across signage, charger wraps, and wayfinding
2. [MANDATORY] Site Host logos, names, or branding may appear on site only in the specific locations, sizes, and configurations approved in the Brand Asset Library and only with HiON prior written approval. The Site Host’s brand may never appear on the charger cabinet, posts, connectors, or charging bay canopy.
3. [MANDATORY] No grant to the Site Host of any right to use the HiON Marks or the Tesla mark in the Site Host’s own marketing or signage, except using the specific co-branded templates and language HiON provides in the Partner Portal
4. [APPROVAL REQUIRED] Any proposed co-branded signage, wayfinding, or joint marketing with a Site Host beyond Partner Portal templates

[RECOMMENDED] Where permitted by the Site Host, include the Site Host’s name in Tesla application site metadata as HiON specifies (“HiON at [Host Name]”). Otherwise, use the HiON site name only.

Third-party co-branding (§2.3.6) — two standards:

• [APPROVAL REQUIRED] Any co-branding, sponsorship, local partnership, or joint marketing arrangement with a third party other than the Site Host requires HiON prior written approval. Submit under §1.2.6 with: third-party identity, proposed Marks use, duration, value exchange, expected customer-facing output.
• [MANDATORY] No exclusive marketing arrangement that restricts the HiON brand from being associated with any other party, category, vehicle OEM, or network.

The second standard is load-bearing. A Site Host who proposes “we’ll do exclusive HiON marketing at our property in exchange for a rent reduction” is proposing something the franchisee cannot accept — exclusivity restricts HiON’s brand association with any other party, which is the prohibition.

4.6 — Creative approval workflow (§2.3.7)

The full workflow lives in §11 (Marketing) and §12 (Advertising and Promotion). The short version:

1. Brand Asset Library, unmodified → no pre-approval required
2. Modified Brand Asset Library assets or new marketing materials → post to the Partner Portal marketing-review queue; HiON responds within the §12 timeframe
3. Local marketing agency or designer engagement → ensure they operate under written confidentiality and IP-assignment obligation consistent with the FA, and route their output through the same marketing-review queue

The §2.3 Metrics audit item: “All customer-facing creative in use at the HiON EV Facility, on your site-specific web and social channels, and in any local ad buys is either drawn from the Partner Portal Brand Asset Library or has documentary marketing-review approval on file.” Files-and-receipts discipline. The audit response is the franchisee producing the approval reference number, not arguing the creative was reasonable.

4.7 — Physical brand execution: signage, wraps, pavement, digital (§2.4.1–§2.4.4)

The signage hierarchy (§2.4.1) — six tiers, all required (with the conditional noted):

Tier	Purpose	Required
Primary identification	Announce the HiON brand at the site entry and at the charging bay	Yes
Wayfinding	Guide drivers from the property entrance to the charging bay	Yes, where the route is not visually obvious
Charger branding	Wrap, decal, and label treatment on cabinets, posts, cable management	Yes
Operational signage	Session rules, time limits, after-hours safety, emergency contacts	Yes
Accessibility signage	ADA parking, accessible-route indicators, unobstructed-access markings	Yes, per §7 + §13
Site Host co-branding	Secondary placement of Site Host identification	Only where permitted under §2.3.5 and the lease

Three [MANDATORY] signage standards (§2.4.1):

1. Install every Tier 1 through Tier 5 sign type at every HiON EV Facility before commissioning, using Brand Asset Library and Site Design Manual specifications
2. Maintain every sign in legible, unfaded, undamaged condition for the life of the HiON EV Facility. Damaged or faded signs must be repaired or replaced within 15 calendar days of discovery, or sooner for safety/accessibility signs.
3. No sign, banner, poster, sticker, or graphic at the HiON EV Facility that is not drawn from the Brand Asset Library or approved in writing

Charger wraps, cabinet branding, stanchion treatment (§2.4.2) — three [MANDATORY] standards plus one [LOCAL-LAW DEPENDENT]:

1. The EV Charging Equipment cabinets, charging posts, connectors, and cable management bear only the HiON-approved wrap, decal, and label treatment from the Brand Asset Library
2. No additional wrap, decal, sticker, paint, or marking on the EV Charging Equipment — including Site Host branding, sponsor logos, QR codes, informational stickers. If additional equipment-mounted information is needed, submit an approval request under §1.2.6.
3. Replace faded / peeling / scratched / vandalized / visually damaged wraps or decals within 15 calendar days of discovery. Replacements must be sourced from HiON’s designated vendor. Non-vendor replacements are a brand violation and may be rejected on audit.
4. [LOCAL-LAW DEPENDENT] Some jurisdictions impose sign permitting, pole-mounted wrap restrictions, or lighting-brightness limits that affect signage and wraps. File an exception under §1.2.6 before installation rather than modifying specifications unilaterally.

Pavement markings and wayfinding (§2.4.3) — two [MANDATORY] standards plus one [RECOMMENDED]:

1. Install and maintain pavement markings per the HiON Site Design Manual at each HiON EV Facility — charging-bay outlines, EV-only stall markings, accessible-stall markings and access aisles, directional wayfinding where required
2. Restripe whenever markings fall below contrast and legibility standard, and on the §9 cadence regardless
3. [RECOMMENDED] Where the route from property entrance to charging bay is longer than 50 feet or involves a turn, install additional wayfinding consistent with the Brand Asset Library even if not strictly required. Reduces the “driver cannot find the chargers” promise-breaking event.

Digital signage and Site Host displays (§2.4.4) — one [MANDATORY] plus one [APPROVAL REQUIRED]:

1. Any digital signage, video display, or screen at the HiON EV Facility that is part of the HiON System displays only content from the Brand Asset Library or approved in writing
2. [APPROVAL REQUIRED] Any Site Host digital display or screen visible from the charging bay or appearing to be associated with the HiON brand. Submit specifications and proposed content for review.

4.8 — Grand opening and launch brand execution (§2.4.5)

The full launch playbook lives in §11 and is operationalized in M08. The brand-execution dimension captured here:

• [MANDATORY] Conduct a formal ribbon-cutting ceremony at each HiON EV Facility within 5 calendar days of HiON’s completed formal commissioning, using the launch toolkit on the Partner Portal
• [MANDATORY] Start-up advertising, launch signage, press release language, social-post creative, and Site Host co-marketing for the ribbon-cutting must be drawn from the HiON launch toolkit. Tailor content for the locality only within the boundaries expressly permitted in the toolkit.
• [MANDATORY] Budget and spend on start-up advertising per FA §12 and Manual §11. The commitment is material; failure to execute the launch playbook is a default of the Franchise Agreement.

The launch toolkit includes: press release templates, social kit, ribbon-cutting run-of-show, Site Host co-branded templates. The franchisee does not draft launch press releases from scratch. The franchisee tailors the toolkit’s templates.

4.9 — The Brand Asset Library as single source of truth (§2.4.6)

The Brand Asset Library is the authoritative source for:

• Logo files, color palettes, typography, lockup rules — for the HiON mark and the Tesla mark
• Signage specifications — dimensions, materials, mounting, lighting
• Charger wrap and decal files; approved substrates and installers
• Pavement marking specifications and approved paint/thermoplastic systems
• Launch toolkit (press release templates, social kit, ribbon-cutting run-of-show)
• Site Host pitch deck and co-branded Site Host templates
• Uniforms, PPE, business-card templates
• Digital assets for the Partner Portal, social media, paid media

[MANDATORY] The franchisee uses the current version of every asset. Cached or locally-stored superseded versions may not be used. When HiON updates an asset, the franchisee implements the update within the timeframe HiON specifies.

This is the same discipline as Manual version control (§1.4 / M02). The Partner Portal is authoritative. A logo file downloaded eight months ago may be a superseded asset. The franchisee’s marketing agency may have cached the file. Both are violations. Operational discipline: pull current from the Library at each use, not from internal storage.

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Section 5 · Decision drills

Drill 5.1 — The Site Host’s logo on the cabinet

A Site Host’s general counsel emails the franchisee mid-construction: “Per our brand visibility expectations, we’ll need our logo applied to the front of each charger cabinet — same size as the HiON wrap. We can supply the artwork by Friday.”

State the response and the cited basis. State the next two actions.

Drill 5.2 — “In partnership with Tesla” on a Site Host pitch deck

The franchisee’s local marketing agency has produced a draft Site Host pitch deck. The cover slide reads: “HiON Superchargers — In Partnership with Tesla — Coming to [City].” The agency is proud of the framing and asks for sign-off by end of day so the deck can go to three prospects tomorrow.

State the response, the cited basis, and the next two actions. State the corrected cover-slide language.

Drill 5.3 — The 6-month-old logo file

The franchisee’s marketing assistant has been using a logo file downloaded from the Partner Portal six months ago, stored on their laptop. The asset was updated three months ago in the Library — colorway shifted slightly, lockup ratio changed. The assistant has produced a batch of business cards, social media graphics, and a Site Host welcome packet using the old file. The packet ships Monday.

State the response and the cited basis. State the next three actions.

Drill 5.4 — The driver asking about a competitor

A driver finishing a session asks the on-site Operations Lead: “How do these chargers compare to the Electrify America site up the road? My friend says theirs is faster.” The Operations Lead, a former EV-network engineer, has strong opinions and starts to answer.

State the correct Operations Lead response (the verbatim language) and the cited basis. State what the Operations Lead does next, if anything.

Drill 5.5 — The faded wrap discovered Friday at 4pm

On a routine Friday afternoon inspection, the DBM notices the front panel wrap on Cabinet 2 has faded substantially — the HiON logo color has shifted noticeably under UV exposure. The site is at peak demand for the weekend; the wrap is visible from the main arterial.

State the exact 15-day deadline (assuming Friday’s date is May 22). State the franchisee’s next three actions and the cited basis for each.

Drill 5.6 — The exclusive marketing offer

A Site Host proposes the following deal: “We’ll waive the first year’s rent — $42,000 in value — in exchange for HiON committing to not market or list any other HiON EV Facility within five miles of our property for the duration of the lease. Standard non-compete in retail.”

State the response and the cited basis. State the next action.

Drill 5.7 — The personal Instagram handle

The franchisee’s newly-hired Marketing Lead created a personal Instagram handle two years ago: @hionEVfan. They’ve been using it casually to repost HiON news and have asked the franchisee whether they should now use it as the franchise’s official Instagram presence “since it has 800 followers already.”

State the response and the cited basis. State what the franchisee tells the Marketing Lead to do, in order.

Drill 5.8 — The local agency’s “fun take”

A local marketing agency the franchisee is interviewing pitches: “For your launch creative, we’d like to do a fun take on the HiON mark — a slightly stylized version that ties to local landmarks. Just for launch week.”

State the response and the cited basis. State whether the franchisee continues to engage this agency.

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Section 6 · Common operator errors

6.1 — Casual “Tesla partner” / “Tesla franchise” language

The franchisee says in a casual conversation, podcast appearance, LinkedIn post, or investor pitch that they are “in partnership with Tesla” or that their business is “a Tesla franchise.”

• Consequence: §2.3.3 [MANDATORY] violation — no use of the Tesla mark or language suggesting partnership / endorsement / sponsorship / affiliation beyond the operational fact of equipment + network. Marks violation under §2.3.1. Risk to the HiON-Tesla licensing relationship.
• Discipline: the only accurate sentence is “A HiON EV Facility uses Tesla Supercharger equipment integrated into the Tesla Supercharger network.” Memorize it. Use it in every register.

6.2 — Letting Site Host branding onto the cabinet

A Site Host insists their logo appear on the cabinet “for visibility.” The franchisee, eager to close, agrees in principle and tells the wrap vendor to add a small mark.

• Consequence: §2.3.5 [MANDATORY] violation — “The Site Host’s brand may never appear on the charger cabinet, posts, connectors, or charging bay canopy.” Wrap-replacement cost; brand violation found at next audit; potential Corrective Action Required.
• Discipline: the cabinet is HiON-only. Always. There is no negotiation surface on this. If the Site Host requires equipment-mounted branding for the deal, the deal does not work. Disqualify and document.

6.3 — Operating from cached / outdated Brand Asset Library assets

The franchisee’s marketing function has built a local library of HiON assets — logos, signage templates, social-post creative — downloaded at onboarding and used for the next two years.

• Consequence: §2.4.6 [MANDATORY] violation. Brand assets drift from the current Library. Audit finding when on-site signage uses a superseded lockup.
• Discipline: every use pulls from the current Library. Never from local cache. The marketing agency does the same. If the franchisee runs a local design tool with HiON brand templates baked in, those templates must be refreshed every time the Library updates.

6.4 — Modifying approved creative after marketing-review approval

The franchisee submits creative to the marketing-review queue, receives approval, then makes a small change (“we needed to adjust the headline for the local market”) before publishing.

• Consequence: §2.3.7 violation — modified creative requires re-submission. The approval reference number on file no longer matches the published creative; audit finding under §2.3 Metrics.
• Discipline: any post-approval modification gets re-submitted. The convenience of skipping is not worth the audit exposure. Build the modification cycle into the local creative planning.

6.5 — Granting the Site Host independent use of the Marks

The Site Host’s marketing team wants to put “HiON Supercharger” on their own social posts, their property website, and their leasing brochure to attract foot traffic.

• Consequence: §2.3.5 [MANDATORY] violation — “you may not grant the Site Host any right to use the HiON Marks or the Tesla mark in the Site Host’s own marketing or signage, except using the specific co-branded templates and language we provide in the Partner Portal.”
• Discipline: route the Site Host’s marketing team to the Partner Portal Site Host co-branded templates. Anything beyond the templates requires HiON written approval (§2.3.6 [APPROVAL REQUIRED]).

6.6 — Comparative or roadmap-speculative statements

The franchisee — or the franchisee’s team — says publicly that HiON sites are “faster than Electrify America” or “next year HiON is rolling out 1MW chargers” or “Tesla is planning to expand pricing nationally.”

• Consequence: §2.3.4 [MANDATORY] violation — no comparative/disparaging statements; no statements about future roadmap. The “next year” speculation is also an Item 19 financial-performance-representation risk if performance-tied.
• Discipline: stay in present-tense, sourced facts. The Voice Playbook’s Authority Through Arithmetic principle covers this — describe what HiON is, with numbers, not what HiON might be.

6.7 — Exclusive marketing arrangement with a Site Host or local partner

The franchisee accepts a Site Host’s offer of rent concession in exchange for an exclusive HiON marketing commitment to that Site Host’s customer base — no other Site Hosts within X miles.

• Consequence: §2.3.6 [MANDATORY] violation — “you may not enter into any exclusive marketing arrangement that restricts the HiON brand from being associated with any other party, category, vehicle OEM, or network.” FA breach.
• Discipline: exclusivity restricts HiON’s brand association. The benefit (rent concession) does not change the standard. Disqualify the arrangement; document the disqualification.

6.8 — Using a Mark in the franchisee’s entity name, domain, social handle, or email

The franchisee names their LLC “Parker HiON Charging LLC,” registers parkerhion.com, takes the Instagram handle @parker_hion, and creates the email info@parkerhion.com — to make the operation easier to identify locally.

• Consequence: §2.3.1 [MANDATORY] violation — no Mark in entity name, domain name, social media handle, email address, or other identifier without HiON written approval.
• Discipline: entity, domain, social, and email naming follow HiON written approval. The franchisee operates under their independent business entity name, with HiON’s Marks appearing in customer-facing brand expression governed by the Library.

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Section 7 · Competency assessment

Knowledge check (12 questions; 80% pass; one retake permitted; second failure triggers FBC review)

1. The five pillars of the HiON customer promise are: (a) Fast, Cheap, Convenient, Local, Friendly (b) Fast, Reliable, Simple, Safe, On-brand (c) Fast, Reliable, Affordable, Safe, Sustainable (d) Speed, Uptime, Brand, Safety, Service

2. The franchisee may use the HiON or Tesla mark in: (a) the franchisee’s business entity name without approval (b) the franchisee’s domain name with FBC approval (c) only those identifiers and contexts authorized by the Brand Asset Library or by HiON’s prior written approval (d) any social media handle the franchisee owns

3. The most a HiON EV Franchise should say about its relationship with Tesla, Inc. is: (a) “Tesla franchise” / “in partnership with Tesla” (b) “Tesla-endorsed” / “Tesla-approved” (c) “A HiON EV Facility uses Tesla Supercharger equipment integrated into the Tesla Supercharger network” (d) “Powered by Tesla, member of the Tesla family”

4. A faded charger wrap is discovered on Tuesday. By when must it be replaced, and from which vendor? (a) within 30 days, from any vendor meeting HiON’s specifications (b) within 15 calendar days, sourced from HiON’s designated vendor (c) immediately, from the local sign vendor selected by the franchisee (d) on the next regularly scheduled maintenance window

5. Site Host branding may appear: (a) on the charger cabinet at a size smaller than HiON’s (b) on the charging post if the Site Host pays for the additional space (c) only in locations, sizes, and configurations approved by HiON; never on the charger cabinet, posts, connectors, or charging bay canopy (d) anywhere the Site Host requests, provided it is documented in the lease

6. A driver asks how HiON compares to a competing charging network. The correct response is to: (a) provide a factual comparison using publicly available data (b) decline to make comparative or disparaging statements about other charging networks; redirect to the Tesla app (c) explain why HiON sites are better (d) say “I don’t know” and walk away

7. The franchisee makes a casual remark on a podcast that HiON is “planning a 1MW charger rollout next year.” This statement is: (a) acceptable if the host is sympathetic (b) a §2.3.4 [MANDATORY] violation — no statements about future HiON or Tesla roadmap (c) acceptable if the franchisee personally believes it (d) acceptable on podcasts but not in writing

8. A faded ADA accessibility sign at the charging bay must be remediated: (a) within 30 calendar days (b) within 15 calendar days (c) sooner than 15 calendar days — safety/accessibility signs have a faster remediation standard (d) on the next quarterly maintenance cadence

9. A Site Host’s marketing team asks for permission to use “HiON Supercharger” in the Site Host’s own property marketing materials. The correct response is to: (a) grant verbal permission, then document in the lease (b) direct them to the Partner Portal Site Host co-branded templates; do not grant independent use of the Marks (c) grant permission via written email if the use is non-commercial (d) defer to the lease’s marketing provisions

10. The Brand Asset Library version the franchisee operates from is: (a) the version downloaded at onboarding (b) the most recently cached version on the franchisee’s local drive (c) the current version on the Partner Portal (d) whichever version the franchisee’s marketing agency has on file

11. An exclusive marketing arrangement with a Site Host that restricts HiON from marketing at any other property within five miles is: (a) permitted if it generates measurable rent savings (b) permitted with FBC approval (c) a §2.3.6 [MANDATORY] violation — no exclusive marketing arrangement may restrict HiON’s brand association (d) permitted only if the lease includes a sunset clause

12. The franchisee’s local marketing agency wants to do a “fun take” — a stylized variant — on the HiON logo for launch week. The correct response is: (a) approve the variant; refer to the FBC after launch (b) decline — §2.3.1 [MANDATORY] prohibits altering, recoloring, stretching, skewing, cropping, combining, or stylizing the Marks (c) approve if the variant is reviewed by the marketing-review queue (d) approve for launch week only; revert after launch

Application demonstration — the brand audit

A 30-minute live exercise. The trainer presents the trainee with a “Brand Audit Pack” — 8 artifacts, each containing one or more violations:

1. A photo of a HiON EV Facility cabinet showing a small Site Host logo applied to the lower-right corner
2. A draft Site Host pitch deck cover slide reading “HiON Superchargers — Powered by Tesla — Coming to [City]”
3. A LinkedIn post draft from the DBM: “Excited to announce we’re now officially part of the Tesla family! 🎉 Stop by and see what the future of charging looks like.”
4. A current Google Business Profile listing for the Parker site with a phone number listed for “driver support” and a competitor comparison in the “About” field
5. A social-media graphic produced by the local agency using a cached HiON logo file from before the most recent Library update
6. A Site Host’s draft brochure for their property that includes the HiON mark in the property’s own marketing, with a footnote crediting HiON
7. A draft press release for the ribbon-cutting written by the franchisee from scratch (not from the launch toolkit), comparing the site favorably to a competitor network
8. A photo of the property entrance signage showing the Site Host logo at the same size and prominence as the HiON brand identification

The trainee must, in 30 minutes:

• Identify every violation in each artifact (count: 14 distinct violations across the 8 artifacts)
• Cite the Manual section or Voice Playbook reference for each
• State the corrective action for each
• Identify which violations require an immediate ticket (e.g., the cabinet logo requires a §2.4.2 wrap replacement)

Pass criteria: trainee correctly identifies at least 12 of 14 violations with cited basis. Trainee correctly states the corrective action for each identified violation. Trainee identifies the wrap-replacement and any safety/accessibility implications without prompting.

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Section 8 · Job aids

Job Aid 8.1 — The customer-promise pocket card

Front: the five pillars (Fast, Reliable, Simple, Safe, On-brand) verbatim from §2.2 callout box. Back: the six promise-breaking event categories with the responsible procedure section for each. Sized for a uniform pocket — the Operations Lead carries it on inspection rounds.

File: modules/M03-jobaids/M03-customer-promise-card.md

Job Aid 8.2 — Marks decision card

Single-page decision flow. Start: “What’s the use case?” Branches: site signage / marketing / social / entity name / domain / email / Site Host material / Tesla reference. Each leaf includes the answer (“permitted under Brand Asset Library specifications” / “[APPROVAL REQUIRED] — submit under §1.2.6” / “prohibited”) and the cited Manual section.

File: modules/M03-jobaids/M03-marks-decision-card.md

Job Aid 8.3 — Tesla mark reference card

The single most-frequently-broken rule deserves its own card. Front: the four [MANDATORY] standards from §2.3.3, verbatim. Back: the accurate sentence (“A HiON EV Facility uses Tesla Supercharger equipment integrated into the Tesla Supercharger network”) + the Voice Playbook’s verbal-vs-visual Tesla reference list (use freely vs. restricted).

File: modules/M03-jobaids/M03-tesla-mark-card.md

Job Aid 8.4 — The HiON Voice diagnostic — pre-publish 7-point check

The Voice Playbook’s §12 seven-question diagnostic adapted to the operating context. The franchisee runs it against every customer-facing piece of writing before publishing. Includes a “common HiON mistakes” check at the end with the top 5 phrases the franchisee will be tempted to write and the rewrite for each.

File: modules/M03-jobaids/M03-voice-diagnostic-card.md

Job Aid 8.5 — Co-branding hierarchy decision flow

Single-page flow for any co-branding request. Inputs: who is asking (Site Host / third party / vendor) + what’s proposed (signage / digital / marketing / sponsorship / exclusive arrangement). Outputs: permitted / [APPROVAL REQUIRED] under §1.2.6 / prohibited under §2.3.6. Includes the standard rejection language for the prohibited cases.

File: modules/M03-jobaids/M03-cobranding-flow.md

Job Aid 8.6 — The 80-second walkthrough checklist

A site-inspection checklist matched to the driver’s 80-second arrival experience. Six tiers from the signage hierarchy (§2.4.1) + the five customer-promise pillars (§2.2). The DBM uses it daily during the Section 9 daily inspection cadence. Failing items roll into the §3.2 SEV-tier ticket discipline from M02.

File: modules/M03-jobaids/M03-80-second-walkthrough.md

Job Aid 8.7 — The 15-day remediation tracker

Template for tracking damaged/faded/non-conforming signage and wraps from discovery to remediation. Fields: discovery date, item, photograph, classification (signage / wrap / pavement / digital), required vendor (HiON-designated for wraps; site-vendor list for signage), procurement order date, install date, photograph at completion, days to remediate. Audit-ready format.

File: modules/M03-jobaids/M03-remediation-tracker.md

Job Aid 8.8 — The creative submission checklist

A pre-submission checklist before posting any creative to the marketing-review queue. Verifies: pulled from current Brand Asset Library version; voice diagnostic passed; no comparative/disparaging language; no future-roadmap statements; Marks used per specification; Tesla mark used within §2.3.3 constraints; Site Host co-branding (if any) within §2.3.5 boundaries.

File: modules/M03-jobaids/M03-creative-submission-checklist.md

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Section 9 · Facilitator notes

Pacing — 150 minutes (2h 30min, two 10-minute breaks built in) + 30 minutes OJT

Time	Section	Notes
0:00–0:05	Opening — the cached logo gotcha	Show the trainee the HiON logo as it appeared in the Brand Asset Library 12 months ago and as it appears today. Ask whether they can spot the change. Most will not. The opening sets the tone for §4.9 (Library as single source of truth).
0:05–0:25	§4.1 (Customer promise)	Distribute Job Aid 8.1. Walk the five pillars and the six promise-breaking categories. The drills in §4.7 are still ahead, but this section seeds them.
0:25–0:40	§4.2–4.3 (The Marks, HiON mark contexts)	Distribute Job Aid 8.2. Walk the four [MANDATORY] standards from §2.3.1. Highlight the entity/domain/social/email prohibition — this is the most commonly violated standard at onboarding.
0:40–1:00	§4.4 (Tesla mark)	Distribute Job Aid 8.3. The heaviest emphasis section in the module. Run Drill 5.2 (in-partnership-with-Tesla pitch deck) at the close of this segment.
1:00–1:10	BREAK
1:10–1:35	§4.5 (Voice and tone)	Distribute Job Aid 8.4. This is where the Manual (§2.3.4) and the Voice Playbook meet most directly. Walk the four [MANDATORY] voice/tone standards alongside the Playbook’s Never list. Use the Playbook’s §10 side-by-side rewrites table as a visual. Run Drills 5.4 (driver asking about competitor) and 5.6 (exclusive marketing offer).
1:35–1:55	§4.6–4.7 (Co-branding + creative approval)	Distribute Job Aid 8.5. Walk the four standards from §2.3.5 and the third-party rules from §2.3.6. Run Drill 5.6 (exclusive marketing arrangement).
1:55–2:05	BREAK
2:05–2:35	§4.8–4.10 (Physical brand execution)	Distribute Job Aids 8.6, 8.7. Walk the signage hierarchy with photos of compliant and non-compliant sites from the HiON portfolio. Use Drill 5.1 (Site Host logo on cabinet) and Drill 5.5 (faded wrap).
2:35–2:50	§4.11–4.12 (Launch brand execution + Brand Asset Library)	Brief on §4.11 (defer detail to M08). Walk Library navigation live on the Partner Portal. Distribute Job Aid 8.8. Run Drill 5.3 (cached logo file).
2:50–3:00	Close + OJT brief	Hand off to OJT — 30 minutes at a HiON EV Facility (or a photo-walkthrough if remote) running Job Aid 8.6 (the 80-second walkthrough checklist) against the actual site.
OJT 30 min	At a HiON EV Facility	Trainee runs the 80-second walkthrough. Identifies any §2.4 deviations live. Documents in the Job Aid 8.7 remediation tracker if any exist. The Brand Audit Pack (Section 7 application demonstration) is administered after OJT, ideally back in the classroom.

SME handoffs

• §4.1 (Customer promise): Tony Cuomo (CX) is the right SME — he holds the customer-experience design rationale across the System.
• §4.2–4.4 (Marks, HiON mark, Tesla mark): Jim Frank (CEO) is the right SME on Marks licensing strategy and the HiON-Tesla relationship boundary. Joe Lewis (COO) is the right SME on Marks compliance.
• §4.5 (Voice): Will Frank (Dev) is the right SME — content owner of the Voice Playbook and the natural voice authority. Joe Lewis is the right SME on the Manual’s §2.3.4 [MANDATORY] standards as compliance items.
• §4.6–4.7 (Co-branding, creative approval): Will Frank (Dev) leads. Joe Lewis (COO) on the audit posture.
• §4.8–4.10 (Physical brand execution): Tony Cuomo (CX) on the design rationale; Joe Frank (Ops) on the field-execution discipline; Joe Lewis (COO) on the audit consequences.
• Brand Audit Pack (application demonstration): Best run by a panel of Tony, Joe Lewis, and Will — each grading from their lens (design / compliance / voice).

Decision drill — model answers

Drill 5.1 — Site Host’s logo on the cabinet. Response: decline. Cited basis: §2.3.5 [MANDATORY] — “The Site Host’s brand may never appear on the charger cabinet, posts, connectors, or charging bay canopy.” Next two actions:

1. Send a written response to the Site Host’s counsel referencing the §2.3.5 standard and offering the §2.3.5 [APPROVAL REQUIRED] alternative (Site Host logo at an approved location elsewhere on the property, sized per the Brand Asset Library)
2. Open a Partner Portal ticket under Site Acquisition Support if the Site Host pushes back. Marketing Support if the Site Host accepts the alternative and wants to see approved co-branded templates. Do not allow the wrap vendor to proceed with anything until this is resolved in writing.

Drill 5.2 — “In partnership with Tesla” pitch deck. Response: decline the deck as drafted. Cited basis: §2.3.3 [MANDATORY] — no use of the Tesla mark or language suggesting partnership / endorsement / sponsorship / affiliation beyond the operational fact. Voice Playbook §07 reinforces the visual constraint. Next two actions:

1. Reply to the agency with the corrected cover-slide language. Approved version: “HiON Superchargers — Ultra-fast EV charging on the Tesla Supercharger network — Coming to [City].” Or, in more Boardroom register: “A HiON EV Facility on the Tesla Supercharger network — [City].” Both clear §2.3.3 because they describe the operational fact without implying partnership.
2. Pull the deck from the queue. Submit the corrected version through the Partner Portal marketing-review queue. Do not send to the three prospects until written approval is on file.

Drill 5.3 — The 6-month-old logo file. Response: stop the Monday ship. Cited basis: §2.4.6 [MANDATORY] — current Brand Asset Library version only; cached/locally-stored superseded versions may not be used. The published business cards, social graphics, and Site Host welcome packet must be remediated. Next three actions:

1. Pull every artifact produced from the superseded file. Replace with current Library assets. The Site Host welcome packet does not ship until the replacement is complete.
2. Update the marketing assistant’s working files — delete the cached logo file from the laptop and instruct them to pull from the Library at each use going forward. Document the corrective action.
3. Open a Partner Portal ticket under Marketing Support flagging the lapse and confirming the corrective action. If business cards have been distributed externally, log them as a §2.4.6 finding in the Job Aid 8.7 remediation tracker and arrange replacement at the next reorder. The audit-ready response is the documentation, not the perfection.

Drill 5.4 — Driver asking about a competitor. Operations Lead’s correct response (verbatim): “I can’t speak to other networks — that’s not really my lane. What I can tell you is what you can verify yourself: this site is on the Tesla Supercharger network, you’re charging at the rate your vehicle can accept, and the Tesla app shows you the live price before you start a session. If you’ve got a billing question after this charge, the app’s support flow handles it.” Cited basis: §2.3.4 [MANDATORY] — no comparative, disparaging, or defensive statements about other charging networks. Voice Playbook Principle 03 — politically neutral; describe what HiON is, not what HiON is better than. What the Operations Lead does next: nothing. The driver got a respectful, factual answer. Do not escalate the conversation. Do not engage on the friend’s claim. Move on.

Drill 5.5 — Faded wrap discovered Friday May 22 at 4pm. Exact 15-day deadline: June 6 (Friday-to-Friday + one week, all calendar days per §2.4.2). Next three actions:

1. Photograph the wrap in current condition. Open a Job Aid 8.7 remediation tracker entry with the photograph, discovery date, and June 6 cure deadline.
2. Place a procurement order with HiON’s designated wrap vendor (sourced from the Brand Asset Library — non-vendor replacements are a brand violation per §2.4.2). Confirm vendor lead time and target install date. If the vendor cannot deliver by June 6, open a Partner Portal ticket under Marketing Support requesting an extension under §1.2.6 with the vendor’s timeline as supporting documentation.
3. Update the §3.2 ticket discipline — open a SEV 4 ticket (Degraded UX) noting the wrap finding and the remediation timeline. The §3.2.4 ticket-quality fields apply. Photograph and document the install when complete; close the remediation tracker entry with the post-install photograph.

Drill 5.6 — Exclusive marketing offer. Response: decline. Cited basis: §2.3.6 [MANDATORY] — “You may not enter into any exclusive marketing arrangement that restricts the HiON brand from being associated with any other party, category, vehicle OEM, or network.” The $42,000 rent waiver does not change the standard. Next action: counter-propose. The franchisee can accept a rent concession on its own merits; the franchisee cannot accept it conditioned on an exclusivity restriction. Re-open the negotiation on terms that meet §2.3.6. Loop in the FBC + Site Acquisition Support. Document the disqualification of the exclusivity term in the pipeline tracker for the §3.3 audit record.

Drill 5.7 — Personal Instagram handle. Response: do not adopt @hionEVfan as the franchisee’s official Instagram presence. Cited basis: §2.3.1 [MANDATORY] — no Mark in any social media handle without HiON prior written approval. The handle uses “hion” as the primary identifier — a Mark by §2.3.1. The Marketing Lead’s personal use over the past two years has been a separate matter (a personal account, not the franchise’s official voice) and may itself be an issue requiring discussion. What the franchisee tells the Marketing Lead, in order:

1. Do not transition the personal handle into the franchise’s official presence. Treat the personal handle as outside the scope of HiON-franchisee operations going forward; the Marketing Lead may consider whether to retire or rebrand it personally.
2. Open a Partner Portal ticket under Marketing Support requesting the approved handle convention for the franchise’s official social presence. Apply for and acquire the approved handle through HiON’s process.
3. Do not post any HiON-branded content from any personal handle going forward without written HiON approval (§2.3.1 + §11 + Voice Playbook). The Marketing Lead’s role includes representing the brand only through approved channels.

Drill 5.8 — Agency’s “fun take” on the Mark. Response: decline. Cited basis: §2.3.1 [MANDATORY] — “You must use the Marks exactly as we specify in the HiON Brand Asset Library available on the Partner Portal. You must not alter, recolor, stretch, skew, crop, combine, or stylize the Marks.” No exception for “just launch week.” Whether the franchisee continues to engage the agency: this is a judgment call, but the proposal is a red flag — an agency that opens with “let’s modify your Marks” has not internalized the brand discipline. If the franchisee continues, the engagement must include explicit written briefing that the agency operates within the Brand Asset Library and submits every creative through the marketing-review queue. If the proposal is symptomatic of a deeper misalignment, find another agency.

Recommended visual aids

• Photographs of compliant HiON EV Facilities from the existing portfolio (Parker, etc.) projected during §4.7 — the trainee sees the standard before they see violations
• Photographs of non-compliant edge cases (real or constructed) for the Brand Audit Pack
• Live Partner Portal Brand Asset Library navigation during §4.10
• The Voice Playbook §10 side-by-side rewrites table during §4.4

OJT briefing (30 minutes at a HiON EV Facility)

The trainee, accompanied by the facilitator, runs Job Aid 8.6 (80-second walkthrough checklist) against the live facility:

• Starting at the property entrance, the trainee narrates the 80-second arrival experience as a driver would
• The trainee identifies every signage, wayfinding, charger-branding, and pavement-marking item against the §2.4.1 hierarchy
• The trainee identifies any §2.4 deviation in real time and classifies it (signage / wrap / pavement / digital)
• For any deviation found, the trainee starts a Job Aid 8.7 remediation tracker entry on a tablet
• The trainee closes the walkthrough with a one-sentence assessment of which of the five customer-promise pillars are met and which (if any) have a current gap

The OJT scoring rubric: trainee correctly identifies every deviation present + uses correct §2.4 references + completes the remediation tracker entry per the format. The standard the trainee is held to during OJT is the standard they will be held to in their own daily inspection cadence (§9).

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Section 10 · Cross-references

Modules

• M01 (System and Role Split — §1.1, §2.1, §3.1) — the customer-promise framework introduced here ladders to the role split that determines who delivers what part of the promise. The Tesla relationship boundary from M01 §4.5 is operationalized here in §4.4 (Tesla mark constraints).
• M02 (Governance, Manual, Support, Escalation — §1.2, §1.3, §1.4, §3.2, §3.3, §3.4) — every §2.4 brand-execution deviation produces a §3.2 ticket; every audit-discovered violation can trigger a Corrective Action Plan under §3.3.4.
• M04 (Site Acquisition and Feasibility — §4, §5.1, §5.2, §6) — pipeline disqualification triggers from §2.3.6 (exclusive marketing) and §2.4.1 (lease must accommodate required signage).
• M05 (Lease, Site Host Relationship, Lease Addendum — §5) — co-branding hierarchy from §2.3.5 and 24/7/365 access from §2.1.4 (M01) shape lease provisions. The Site Host’s branding placements are a lease negotiation item.
• M07 (Construction and Commissioning — §7.5–§7.6) — §2.4.1 signage and §2.4.3 pavement marking installation happen during construction; commissioning verifies §2.4 compliance.
• M08 (Launch and Local Marketing — §11) — the launch brand execution framework from §4.11 here is fully operationalized in M08. The Site Host pitch materials referenced in §4.3 here are detailed in M08.
• M10 (Site-Area Maintenance, Monitoring, Fault Escalation — §9) — the 15-day remediation discipline from §2.4.1 and §2.4.2 lives inside the daily inspection cadence in §9.
• M11 (Customer Experience, Payments, Driver Support — §10) — the driver-facing dimension of the customer promise; the on-site conduct standards that prevent §2.2.2 promise-breaking events of the “perception of inconsistent brand” type.
• M14 (Compliance, Safety, Insurance, Risk — §13) — the safety dimension of the customer promise; §13 incident reporting feeds §2.2.2 safety event handling.

External documents

• Operations Manual §2.2 (Customer Promise)
• Operations Manual §2.3 (Brand Standards and the Marks)
• Operations Manual §2.4 (On-Site Brand Execution)
• HiON Voice Playbook v1.0 — particularly §03 (Four principles), §05 (Vocabulary library — Never list), §07 (Naming conventions; Tesla reference discipline), §10 (Side-by-side rewrites), §12 (Pre-publish diagnostic)
• HiON Brand Asset Library on the Partner Portal (specifications, logo files, signage spec, wrap files, launch toolkit) — operational reference
• HiON Site Design Manual on the Partner Portal (physical specifications) — operational reference
• Franchise Agreement §11 (Marks) — legally binding; controls
• FDD Item 13 (Marks); Item 11 (training program) — references this Module’s content

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Section 11 · Source verification log

Claim	Manual / Playbook / FA reference	Status
Five pillars of HiON customer promise (Fast, Reliable, Simple, Safe, On-brand) — verbatim	§2.2 callout box	verified
Five [MANDATORY] driver-experience standards	§2.2.1	verified
Six promise-breaking event categories with procedure pointers	§2.2.2	verified
Franchisee’s accountability surface in the promise	§2.2.3	verified
Four [MANDATORY] Marks usage standards (specification adherence, no entity/domain/social/email use, scope-limited to franchise operation, no challenge to HiON rights)	§2.3.1	verified
HiON mark approved use cases (signage, marketing, Site Host materials, uniforms, business cards)	§2.3.2	verified
[APPROVAL REQUIRED] for any new HiON mark use case not authorized by Manual / Library	§2.3.2	verified
Four [MANDATORY] Tesla mark standards (Library-only configurations; no partnership-suggesting use; no entity/domain/social/email; comply with HiON-directed modifications)	§2.3.3	verified
Accurate Tesla relationship sentence (operational fact of equipment + network)	§2.3.3	verified (synthesized from §2.3.3 prohibition language)
Voice and tone description (Confident, Plain, Respectful, Brand-first)	§2.3.4	verified
Four [MANDATORY] voice/tone standards (approved messaging; no conflicting statements; no comparative/disparaging; no future roadmap)	§2.3.4	verified
Voice Playbook is the operating reference; Manual §2.3.4 is summary	HiON Voice Playbook v1.0 + §2.3.4 alignment	verified by triangulation
Site Host co-branding hierarchy (HiON first; never on cabinet/posts/connectors/canopy; no independent Marks rights to Site Host; templates only)	§2.3.5	verified
[APPROVAL REQUIRED] / [MANDATORY] third-party co-branding rules (approval for co-branding; never an exclusive marketing arrangement)	§2.3.6	verified
Creative approval workflow (Library unmodified = no approval; modified = marketing-review queue; agencies under confidentiality + IP assignment)	§2.3.7	verified
Six-tier signage hierarchy with required-at-every-site indicators	§2.4.1	verified
Three [MANDATORY] signage standards (install all required before commissioning; maintain legible/unfaded/undamaged; no unapproved signs)	§2.4.1	verified
15-calendar-day remediation window for damaged/faded signage	§2.4.1	verified
Sooner-than-15-day standard for safety/accessibility signs	§2.4.1	verified
Three [MANDATORY] charger-wrap standards + one [LOCAL-LAW DEPENDENT]	§2.4.2	verified
15-calendar-day wrap remediation window	§2.4.2	verified
Designated-vendor sourcing for wrap replacements	§2.4.2	verified
Pavement markings and wayfinding required standards	§2.4.3	verified
Digital signage and Site Host display rules	§2.4.4	verified
Ribbon-cutting within 5 calendar days of commissioning	§2.4.5	verified (referenced; full detail in M08)
Start-up advertising commitment is material; failure to execute is FA default	§2.4.5	verified
Brand Asset Library scope (logos / signage / wraps / pavement / launch / Site Host templates / uniforms / digital)	§2.4.6	verified
[MANDATORY] use of current Brand Asset Library version (no cached / superseded use)	§2.4.6	verified
Voice Playbook Never list and 7-point pre-publish diagnostic	Voice Playbook §05, §12	verified
FA §11 governs the legally binding Marks usage	Manual §2.3 Purpose references FA §11	referenced — FA primary needed for actual §11 text [CONFIRM]

Outstanding unverified items (require FA / FDD primary)

#	Claim	Primary source needed	Resolver
M03.OUT.01	Specific FA §11 Marks usage text	FA	Jim Frank / counsel
M03.OUT.02	FDD Item 13 Marks-related disclosures	FDD	Jim Frank / counsel
M03.OUT.03	Brand Asset Library current version (this Module references “current”; the actual current asset bundle is on the Partner Portal and changes)	Partner Portal Brand Asset Library	Will Frank / Tony Cuomo
M03.OUT.04	HiON Site Design Manual specifications for pavement markings	Partner Portal Site Design Manual	Tony Cuomo
M03.OUT.05	Launch toolkit current contents	Partner Portal launch toolkit	Will Frank

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Section 12 · Change log

Version	Date	Author	Changes
v0.1	2026-05-19	Claude (draft)	Initial draft against Operations Manual v1.0 Working Draft + HiON Voice Playbook v1.0. All Manual citations verified. Voice Playbook integrated as operating reference layered on top of Manual §2.3.4 summary. Five outstanding items defer to FA / FDD / Partner Portal current assets.