Branding is the CEO's #1 priority. The brand sets the company's purpose and direction, and determines its products, people, and processes. If the brand, the customer-validated value proposition, doesn't make people buy, it isn't a brand.
Currently, your company blends into the white noise of me-too competition. You use industry jargon to describe your products and company -- violations of branding. A brand is NOT a logo, product, or company.