Mine are deep red. The key is to cut them back to stubs every spring. New growth has the deepest color.

Would this be the north side of the house?

They are on the north side of our house and it is pretty shady in the late afternoon. When we got them, the instructions said not to prune them for 3 years to allow them to develop and accimate to the location. I will be able the prune them next spring.

The shade might have something to do with it. Some "twig" dogwoods do not do well having all the stems cut down every year, taking only the 1/3 of them that are the oldest and least colorful each time might work better for you.