"We love our customers, and they obviously love us. They keep coming back, again and again!"
Who doesn't want to be able to say that? And, if that is the case with your organization, let me ask you this question: Do you know why they are coming back?
Not to be a "downer," but we shouldn't confuse a repeat customer with a loyal customer. They are not the same.
Your brand and its identity, mission, style, culture and voice are intrinsically integrated into your business. Therefore, when your business goes through a major change (we'll get into what that could be soon), it might be time to reconsider your brand overall.