I will second that bedding in brakes does help. The best way to do it is to swap brakes (pads/calipers/rotors/whatever), and bleed system out. Go bed in brakes like others have said, ~10 60-10mph slow downs as hard as you can WITHOUT triggering the abs (will put uneven pad deposits on the rotors). I don't always do 10, it depends on the car/pads/fluid. Basically I go out into the country and do 60-10mph hard slow downs until they fade and you feel like you have flintstones brakes with the pedal on the floor. With fresh pads I can usually have them smoking by about the 4th or 5th stop, don't worry this is normal as you off-gas the new pads. I usually only do 1-2 at that point and then drive around for about 10 minutes without coming to a full stop (or if I have to, pop it in neutral and take my foot off the brakes so it doesn't deposit pad material in one spot) to cool them completely off. Then, once the pedal has firmed back up to normal, I repeat the 60-10mph routine until it fades a second time, and then drive and let them cool off again. After this, pull it back into the garage and REBLEED the brakes. If you got the brakes hot enough to fade like that, the fluid has probably boiled if only a little bit. Rebleeding will purge any bubbles created in the bedding process so you have fresh new fluid behind the brakes again. Just sharing my 'new brakes' procedure, this is typically what is recommended and it works great.
Other things that have helped firm up a soft pedal has been increasing the diameter of the brake master cylinder piston. I did this on my previous subaru legacy (2008), swapped out the OEM MBC which had a 1" piston for one out of an STi (1 1/16" piston) and it defintely helped. Also setting the pre-travel of the brake pedal helps so there isn't as much take-up. :rockon:
Best brake fluid out there I have used is ATE superblue. Second has been Amsoil, and a close third has been regular old valvoline synthetic Dot 3/4. Don't use the other crap fluid, it boils at lower temps and has a worse pedal feel. You think it wouldn't make that much of a difference but it does. I have Amsoil brake fluid in my car now, will purge it out with superblue soon, makes fluid changes easy since you know it's all purged out when the color changes. ATE makes a super-amber, so you can use the same fluid but use the two colors to know when you've purged out the fluid completely by alternating colors used. Pretty slick.
-Steve