As a Global Brand and Communications Strategist for the past 13 years consulting businesses/brand on how they can better and more effectively communicate their messaging, I have concluded that the companies that do this very thing, see the kind of success that is continual and not merely seasonal.
This thing is: Adaptation.
Brands will continuously be challenged as a result of how convenience and technology evolves. In business, I've seen it in the last 13 years. In our lifetime, we've all witnessed how it has all just changed. Some will say for the better; others will say for the worse. But regardless of our personal views of it all, changes will always prevail. If business owners aren't prepared to think ahead, pivot their strategies, and become flexible in adapting to innovation, I'm afraid they won't last.
Consumers are also continuing to expect “better” and “consistent” service from the brands they interact with. If they aren't being served fast enough, they'll find someone else that can.
Customer preferences shift. Recognize and accept change.
"To maintain its integrity, a brand must remain true to its values. And yet, to be relevant–or cool–a brand must be as dynamic as change itself. An authentic brand reconciles those two conflicting impulses, finding ways to be original within the context of its history." - Bill Breen
It’s important to listen and pay close attention to your audience — what they need, what they don’t even know they need, what will make their lives easier, etc. — and incorporating those well throughout approaches, strategically. You should never stop pursuing, or romancing, your consumer base.
Finding a consultant that can help you navigate and adapt to this innovative world while helping you communicate with your audience is of a lot of value to you. An expert that can come in and understand your brand and vision and then, research your industry, market, culture and audience from that perspective and translate those insights in actionable steps. Basically, someone that can bridge 'who you are' (your brand's core) to 'where you want to go and who you want to meet' along the way.
Also realize that your brand is never “done” being developed just like we, as humans, are never done growing. So? Don't stop developing your brand. Simple as that.