It is very important to take care of a property in all aspects, but specifically, recognizing a business sign is necessary to immediately repair it if needed and take steps to maintain it. Sign maintenance would include the cleaning of the sign, as well as making sure the sign is lit properly, and bulbs are changed when needed. If the sign is broken, it should be repaired or replaced.
Not only does it make the company look bad if repairs are needed, it can have the potential to create mischief around the area of the business.
Broken window theory is the idea that if a neighborhood, street or property is not kept up, in terms of cleanliness, and general maintenance around, it has the potential to encourage crime and other less than favorable circumstances to occur. This theory, developed by James Q. Wilson and George L. Kelling in 1982, also states that a combination of these factors, also if the property was not used often could also encourage trouble.
By contrast, if the area is well maintained, well populated and generally looking clean, they theory suggests that it sends the message that crime and poor behavior will not be tolerated.
Although it is just a theory, there is no questioning that having a broken sign, or simply not acknowledging signage maintenance will reflect on the company. One must also consider those around them as well. If the general appearance of the business looks bad, neighbours can complain. It does not set a good example.
However, when the company decides to take care of such things, by comparison, neighbours around will not only be happy, they may even compete for attention. The results are a nice looking neighbourhood, and in the end, nobody can complain about that.