Branding in insurance isn’t about chasing the latest LinkedIn fad or polishing a strapline – it’s about 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, he said, brokers present only their “highlight reels” – the glossy corporate shots and curated success stories – while the authentic moments are hidden. “Four or five minutes before that perfect family photo, there’s probably been arguments about standing still and smiling properly,” he said. “That’s real – and that’s where the connection starts.”
For Shearon, authenticity is more than marketing. It’s about how brokers show up in day-to-day interactions with clients, acknowledging strengths and weaknesses and being consistent across both. “Branding isn’t just about logos and colour schemes anymore,” he said. “It’s about who you are as a person – and what your firm genuinely stands for.”
In the UK’s fragmented market, credibility in a niche doesn’t come from slogans – it comes from knowing the sector inside out.
Shearon recalled how, early in his career, he was trying to break into the commercial central heating and airconditioning trade. When a prospect pushed him away, he asked if he could shadow them for a day. He ended up hauling tools, watching air ducts go in, and learning the trade from the inside. “No broker had ever done that before,” the client told him. That one day led to years of loyal business, because his expertise was earned rather than claimed.
For UK brokers, the lesson holds true: whether you’re working with haulage operators in the Midlands, SMEs on the high street, or landlords with property portfolios, walking their ground gives you an edge. A day in a warehouse or on-site at a farm will teach you more about their exposures than any brochure.
But knowledge alone won’t win clients. “People do business with people they know, like and trust,” Shearon said.
With most brokers offering access to the same insurers, differentiation comes down to the personal brand you bring alongside your professional niche. Simply listing hobbies or generic credentials won’t cut it; clients want to know that when something goes wrong, their broker will answer the phone and act.
“At the end of the day, the policy is just a piece of paper until they need it,” Shearon said. What matters is whether the broker is proactive – spotting mid-term adjustments, reviewing cover ahead of seasonal risks, or checking in before renewal. Those touches build trust far more effectively than leading with insurer logos or price promises.
Shearon also cautions against leaning too heavily on digital content. “Maybe instead of focusing so much on social media, try something as simple as sending a postcard again,” he suggested.
For UK brokers, that might mean a handwritten renewal note, a purposeful coffee meeting, or a drop-in visit that adds value beyond the standard “just checking in.” “Don’t just turn up with biscuits – bring insights,” he said.
Technology, in his view, should enhance rather than replace human connection. “AI won’t replace you, but those using AI might,” he said. Automation can streamline efficiency, but clients still expect the personal touch.
Storytelling, too, is underused in the sector. Rather than pushing generic updates, Shearon recommends sharing real client scenarios – for instance, how a broker helped a manufacturer recover from a fire, or supported a local business through a tricky claim. That kind of story, he argues, is what builds authentic branding that lasts.
