A lot of businesses I’ve seen fail to present themselves well, explain how exactly they’re better than competition, reinforce the week areas of their image, make the strong sides shine. Just from a customer perspective. You’re good but you can’t explain why.
Start with addressing a concern they have with your company or product and present that in a strong way.
For example there is still a concern with high priced products assembled in China. Reality is that these days pretty much all of the hardware is manufactured there, and done well for a large part.
Most companies try to hide this fact or keep quiet about it. Apple on the contrary shows how great their Chinese facilities are, including the good working conditions for factory workers.
Do you have all of possible customers’ concerns answered strong in your brand communication?