The Brand of cement and type colour of sand makes a huge difference, if you are building you should get this right first, I have found that Blue circle cement alters the colour (dull's it) of the final mortar a lot more than, say, Castle cement for instance.
choose the colour sand closest to the mortar shade you have, and then try a different cement than you are at present, generally the sand should be darker than the mortar colour you wish to end up with. Make sure you are using the right sand, sand for mortar (soft) not sand for render (sharp). if necessary take a spoon and some plastic containers to the builders merchant and sample their sands for colour comparison.
Small measured quantities of white cement can substitute some of the regular measure of cement, useful if you want the mix to look the same when indoors for exposed brick or stone work, as indoor light can dull the appearance of mortar.
Mix small quantities and try them out on a spare brick in the same light conditions to get your match, bucket handle finish appears lighter than trowel edge scraped finish, which will make the same mix look a different colour (darker) when dry. I hope this helps you.