You invest in copy, campaigns, presence. You know what you stand for. You know what sets you apart from competitors. What you do not know: whether your audience sees it the same way.
Often the strength you push hardest is not the one customers attribute to you. And the promise you repeat daily is sometimes not the one that sticks in the market.
That is not a communications problem. It is a perception problem. And it is not solved by more communication, but by clearer understanding.