Hi Ben, a bit hard to see the true colour in the photos are a bit dark. As others have said the grain filling and ash body may give you a different result. I applied mine on basswood and got a richer brown.
Keep applying more coats, steel wool in between and give it at least 3 days curing between coats.
Are you using the stain coat ? Intensifying coat is for after you got enough colour from the stain coats