Branding in insurance isn’t about slick taglines or jumping on the latest LinkedIn trend – it’s about building trust, says broker and podcaster Heath W. Shearon.
“It goes back to what you do when nobody’s looking,” Shearon told Insurance Business. Too often, brokers only post their “highlight reels” – the family photo, the polished success story – while the unfiltered reality is hidden. “Four or five minutes before they take that perfect photo, there’s probably chaos in the background – kids refusing to smile, everyone stressed,” he said. “Those real moments are where the connection starts.”
For Shearon, authenticity isn’t a marketing gimmick. It’s about showing up honestly, online and in front of clients. That means acknowledging strengths, owning weaknesses, and letting both inform how you present yourself. “Branding isn’t just colour palettes and logos anymore,” he said. “It’s about who you are as a person and what your brokerage really stands for.”
In Canada’s diverse markets, credibility in a niche isn’t won with slogans – it’s earned by understanding the client’s world.
Shearon recalled how, early in his career, he wanted to work with HVAC contractors. When a prospect brushed him off, he asked to tag along on the job. He ended up hauling tools, watching ductwork go in, and learning the trade firsthand. “No agent had ever done that before,” the client told him. That one day led to years of loyal business – because the expertise was proven, not assumed.
For Canadian brokers, the lesson is clear: whether you’re targeting trucking fleets in Ontario, family farms on the Prairies, or hospitality operators in BC, you need to understand their day-to-day. Walking the yard, riding in the cab, or spending a shift in the kitchen can provide insights no product sheet ever will.
But technical knowledge only goes so far. “People do business with people they know, like and trust,” Shearon said.
With most independent brokers in Canada having access to similar markets, what sets you apart is how you blend your personal and professional brand. That doesn’t mean just listing hobbies on your website – it means showing clients you’ll be there when it counts.
“At the end of the day, the insurance policy is just a piece of paper until they need it,” he said. Clients care less about a carrier logo and more about whether their broker is proactive: adjusting payroll mid-year to prevent audits, reviewing seasonal risks before winter, or simply calling to check in.
While many brokers focus heavily on social media, Shearon argues traditional tactics still matter. “Maybe instead of leaning so far into digital, try sending postcards again,” he said.
For Canadian brokers, that could mean a handwritten thank-you card after a renewal, a purposeful coffee meeting, or a phone call to talk through coverage changes. The key is to bring value, not just treats. “Don’t just show up with cookies – show up with insights,” Shearon said.
Technology should support, not replace, human interaction. “AI won’t replace you, but those using AI might,” he warned. Automation is useful for efficiency, but trust is built through real conversations.
Finally, Shearon believes storytelling is an underused tool. Sharing real client scenarios – a small business that stayed afloat after a claim, or a family spared a financial hit because coverage was tailored – creates authentic branding that resonates more than generic posts.
