Hi Chris,
Are you sure your flash gun is not powerful enough? I would be surprised if it wasn't unless the distance between you and the subject is extraordinarily large or there is something else unusual happening. What you are describing is using your flash for fill light as opposed to key light.
You didn't mention how you use your flash gun, so just some tips to try (and for anyone else interested as well) in case you are not aware.
1. If you are using ETTL for your flash exposure then that could be one reason why the flash is not bright enough to light the faces. In ETTL mode your camera calculates an ambient and flash exposure to come up with an overall exposure for the scene. If you have a bright ambient conditions (eg. sunlight) then the amount of flash power the camera calculates might not be enough for what you want. You can compensate just the flash exposure using the flash exposure compensation adjustment in your camera, but that might not always be enough depending on your shooting circumstances.
2. This is my preferred option for fill flash if I have time to set up a shot first.
a) Switch both the camera and flash to manual mode.
b) Set up your ambient exposure (Aperture, shutter speed, ISO) using your preferred option for metering.
c) Take a test shot without any flash and adjust the ambient exposure if required.
d) Turn on your flash and set the flash power to a suitable starting point based on your experience. If not sure, you can set it to maximum power as a starting point.
e) Now take another test shot with the flash
f) Hopefully the flash exposure looks good or is too bright if you set flash power to maximum as your starting point.
g) If the flash exposure is not correct, just dial it up/down a bit on your flash gun (depending on what your flash power starting point was) and take another shot until the flash exposure is correct for the effect you want. It shouldn't take more than 2-3 shots to get the correct flash exposure.
3. The amount of light from the flash hitting your subject obeys the Inverse Square Law. For example, if you halve the distance from the flash to subject then the amount of light hitting the subject from the flash is now 4 times what it was previously. So moving just a small distance closer to your subject can greatly increase the amount of light from the flash hitting the subject, which just might be enough to lighten up faces.
4.I'm a firm believer of minimising the amount of time I spend post processing (but that's just me).If I have to spend too much time in post, then I didn't capture the image properly in the first place. No matter what post processing technique you use to "correct" for unwanted shadows, they will on most occasions not be as good as exposing correctly in the field. The danger in correcting shadows is that you will introduce noise and noise on faces is the last thing you would want.
Anyway, just some food for thought.