Brown hair dye over black hair didn't work?

So I am an asian guy with natural black hair. I decided to dye my hair brown, to try to look like those male kpop singers lol. So my dad bought this asian hair dye product. It is called Squid Ink hair dye. Please look it up. It is supposedly to be healthier and better than a regular hair dye product. So my dad started to dye my hair. It looked like he wasn't using a lot of mix. But it felt like my hair was decently covered. So the instructions in the product said to wait 20 to 30 mins. I decided to wait 20 min. I ended up waiting 32 minutes. So i hurriedly went to shower and rinse off and use the shampoo and the conditioning that came with the product. I came out. Dried my hair. And looked in the mirror and the mirror broke. Just kidding. But i noticed my hair was still black! My dad was like maybe you waited too long after being dyed. I said, it was okay to wait 30 minutes. So i started thinking if my dad didn't use enough hair dye. So can you guys please help me? I don't want to go to salon even though it is better, because it is too expensive. I researched and found that something about bleaching is important? Also i found reviews about the Squid Ink product saying that it is darker than the actual color and that i shud use a lighter color than the color i want. Also, the Squid Ink doesn't use harmful chemicals so is it okay if i can dye my hair again with a lighter hair color even though I just dyed my hair (the dye is permanent)? So can you guys help me so i can actually dye my black hair brown easily?