Every photographer has a favourite time of day to work.
Mine is a couple hours before the sun sets. It offers a wide range of lighting scenarios, which allows you to create a collection of unique imagery. While I believe that as an artist consistency is very important, so is showing a diverse body of work (done correctly). If you only photograph in one type of light, eventually your work tends to look very repetitive, and cookie cutter-like. It ends up being "insert two new bodies here" and snap.
The best way to open up the mind to different possibilities is to shoot in different circumstances. Some might say that always shooting my favourite time of day is doing that opposite of what I am preaching, but based on the wide variety of light that happens in such a short period of time, I will beg to differ.