How changing the clocks impacts your business’s brand, signage, and security
Daylight Saving Time is fast approaching, and preparing your business for the time change is critical. Failing to do so can have a negative impact on both your brand and your business.
Each fall, as the days grow shorter and there is more demand on exterior lighting systems, lighting issues that can affect both sales and safety become more pronounced. That’s why experts at the MC Group recommend that business owners and managers be diligent in identifying and addressing these issues. If you don’t pay attention to detail, you might gain an hour of sleep but lose customers.
Following the time change, when it gets dark around 4:30 or 5 p.m., business owners may realize their signs are out, something they may not have noticed when it stayed light later. And because other businesses find themselves in the same situation at the same time, it’s important to be proactive.
Because the Daylight Saving Time switch happens just before the busy holiday shopping season, it is all the more critical that businesses quickly tackle issues, lest they lose customers as a result of outages that could have been fixed weeks earlier. As buying habits have changed and e-commerce has increased, consumer awareness is ever more important, and it’s critical to ensure the lights are on and the signs are fixed.
Companies spend enormous amounts of money on their branding, but the perception of the brand can be compromised when bulb outages on a letter or logo linger. Sign outages can result in:
- Unintentionally inappropriate word alignments
And all of these things can jeopardize your brand — or make your business an internet joke. Fixing the lighting is a small maintenance cost in relation to the expense of brand creation.
Safety and security
Lighting outages can also impact safety and security. Earlier sunsets and later sunrises mean longer periods of time in which businesses must be lit. That applies to many types of businesses, including:
- Shopping centers
- Financial institutions
- Healthcare facilities
- Restaurants and bars
While some lighting systems operate on photocells that automatically switch on when light levels are low, that is not always the case. Many still run on timers — which can save energy costs by ensuring that lights aren’t on during the day — but they need to be adjusted for the season.
And if lights at a shopping center, for example, haven’t been updated for the time change, that could present a danger to customers — or they just may decide to stay home and shop online.
MC Group’s experts strongly recommend that businesses examine signage and lighting for outages prior to Daylight Saving Time and contact their provider in order to ensure prompt service and avoid the rush. If an entire sign is out, that could indicate a timer needs to be reset. If it is a more specific portion of the sign, it becomes clearer that a service call is in order.
So before it’s time to turn the clocks back, spring into action and ensure your business is putting forth its best face and keeping its customers safe.