Labour is just lousy with its messaging.
The Tories salted the earth for the incoming Labour Govt - they kicked the issue of RAK (?) concrete in schools down the road because they didn't want to fork out for it, they wanted the Lab Govt to pick up the tab.
There are other such instances, I think.
But Labour is wrong if it thinks that being more competent and less corrupt is enough to inspire the electorate - Reform has hardly any policies but has it's one big thing - cut the immigrant numbers - and voters can visualise that happening, imagining it's easy to achieve, I don't know it is.
If you don't have some 'project' or 'vision' that is identifiable, it's easy to get waylaid by negative reaction to your policies, on pubs and farmers and so on. Which really, Labour should have anticipated anyway.
Incremental improvements across the board don't win elections imo.