As RAD enters it's sixth year of business, I have become acutely aware of the shelf life of a business's personality. Everything from the look of it's advertising, website and even it's logo to the culture and attitude within the business itself. It is one of those things that kinda sneaks up on you in broad daylight.
I have experienced this with clients and right here at RAD. It's an unsettling feeling. It's a sinking feeling really. You are, day by day, becoming boring and irrelevant to your audience. There is always something new and exciting popping up and then there is you. You are slowly but surely becoming "last season" and eventually, if you do nothing, you will smell of mothballs.
Is there a set shelf life for a business's personality? I don't think so. It's a feeling that just comes when it comes. You will feel it in your bones...so to speak. My advice? Do not ignore it. Deal with it immediately. Begin planning how you are going to remain fresh and on the edge.
Redesign, re-brand, rethink, readjust. Your bones and your bottom line with be better for it.