In a recent discussion, Heath W. Shearon, host of the Insurance Town Podcast, shared his thoughts on the importance of authentic branding in the insurance industry. Speaking on August 25, 2025, Shearon emphasized that many insurance professionals fall into the trap of chasing trends instead of focusing on building genuine trust with clients. He believes that true connection comes from being real and showing the unfiltered moments of life, rather than just the polished highlights.
Shearon illustrated his point by comparing social media posts to family photos that often hide the chaos behind the scenes. He suggested that many people only share their best moments, which does not reflect their true selves. He encourages insurance agents to be authentic in their branding, which should extend to client interactions. This means being open about strengths and weaknesses and presenting a true picture of oneself or one’s company.
He also noted that credibility in niche markets is built through genuine expertise, not just catchy slogans. For example, he recounted how he gained the trust of a client in the HVAC sector by spending a day on the job site, learning the trade firsthand. This experience helped him establish a loyal client base because it showed he understood their world.
Moreover, Shearon highlighted that personal relationships are crucial in decision-making for clients. People prefer to do business with those they know and trust. Brokers should blend their personal and professional brands in ways that resonate with clients. Simply listing hobbies or experiences isn’t enough; they need to communicate what makes them unique.
He pointed out that many brokers still rely on traditional tactics like showcasing carrier logos and price promises, which often miss the mark. Clients want to know they can reach their broker when they need help and that the broker adds value beyond just selling a policy. Simple actions, like mid-year check-ins or adjusting coverage proactively, can make a significant difference.
Shearon also believes that old-school marketing methods still hold value. Instead of focusing solely on social media, he suggests that agents should consider sending postcards or engaging in face-to-face meetings. He advocates for a balanced approach that combines technology with personal interaction. While technology can enhance efficiency, it should not replace the human touch that clients appreciate.
Finally, he pointed out that storytelling is an underutilized tool in branding. Sharing real client experiences can showcase problem-solving abilities and create a more relatable image than generic marketing content.
In summary, Shearon’s insights remind insurance professionals that authenticity, personal connection, and genuine expertise are key to building a successful brand in the industry.