You hit the nail right on the head. What we have IS our brand and it's already working. If something's already working, find ways to tweak it better; don't just change it. That's like throwing the proverbial baby out with the bathwater.
I travel up and down the east coast quite often and could have chosen other equally geographically convenient places to live but I love living here. Whenever I'm returning from a business trip, it truly feels like I'm coming "home".
I agree that what does need re-branding is "downtown" as well as all of the money-draining "downtown" promotional organizations and, of course, that small cadre of buffoons currently branded as the City Council and County Commissioners.
You're right: Don't mess with success!
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