They have already arranged the brood area for the current conditions. In a strong hive you could change it anyway you like and it would probably make little to no difference. In a weak hive you'll just be stressing them more changing things. They have put the brood where they think they can keep it warm and you're changing the air flow, the side the sun warms &tc.
If you want to face a hive a new direction, I'd rotate it no more than 45 degrees per day.