Competitor Inner Page outranks my Exact Match Domain

I have an exact match domain with branded keyword like exactmatchdomain.com

A competitor has an innerpage like competitor.com/exact-match-domain which outranks my homepage on position 1 while I have position 2

I have more links to my homepage than his entire site and also I have a verified GMB with the exact match

How can I get my branded exact match keyword back? Better to do SEO on main homepage or build my own inner page like exactmatchdomain.com/exact-match-domain?

More links doesn't always equate to better links.

Maybe I should focus on building out content on the homepage adding video and reviews etc?

Not the best at SEO here but I think you shouldn’t worry too much about it if you once held the first spot. Just keep your articles pumping out regularly and grow your site. I had the same issue and I didn’t change anything with the homepage, I just pumped out the articles regularly and I took it back over in time.

Run their ranking page through ahrefs backlinks checker.

Check the quality of their backlinks vs your backlinks.

Check their content and compare it to yours.

I think to simply put that the competitor has higher authority than your site, or if they have a very high authority site linking back to theirs, and that is why they are ranking better. Or if they are an authority in that niche, and that was why they were given preference in ranking for that particular keyword instead. It would be best if you get your authority up, and once enough, that should make your site the authority for that brand name being searched.