I have spent many years trying to figure out what my personal style is when it comes to photography. In a nutshell, I have come to the conclusion that I like authenticity in my images. I like them to reflect true and meaningful moments in life. I think that puts me in the category of lifestyle and documentary photographer. What this means to me is that I don't generally set up my shots. I don't edit out imperfections. And, I don't always shoot at "the best time of day." My intellectual self knows that shooting during the golden hour makes for gorgeous photos, but the realist in me also knows that a lot of life's stories take place in the other twenty-three of hours each day. And those stories need to be captured, even if done so in less than ideal circumstances.
Think about what creates authenticity in YOUR photos. Capture that today. If it happens during the golden hour, yay! If not, shoot anyway.