Why Is Brand Awareness Important for an Insurance Agency?


“Why is brand awareness important for an insurance agency?” 

This is a question raised by many agents. Those who aren’t marketing savvy wonder if it has a significant effect. And since you’re here, you’re undoubtedly wondering the same thing. 

Consider this…

As an insurance agent, you want to expand your customer base and ultimately grow your agency. But as you’ve probably discovered, that’s easier said than done. Today’s consumers have no shortage of options when shopping around for policies. And if they aren’t familiar with or even aware of your agency, they’ll be less likely to purchase a policy from you.

In short, if you don’t put effort into increasing brand awareness for your insurance agency, you’ll go unnoticed.  

4 Reasons Brand Awareness Is Important for an Insurance Agency

Given that brand awareness refers to how familiar your target audience is with your brand, it can be hard to measure. So, you may not be convinced that something so vague could have such an impact on your agency’s success. In that case, let’s take a closer look at the importance of brand awareness.

Here are 4 reasons brand awareness is important for an insurance agency like yours… 

1) It Helps with Building Trust. 

Brand awareness can help your insurance agency establish trust with potential customers. The more someone sees your agency’s brand, the more they recognize it, engage with it, and become familiar with it. As a result, their trust grows. This trust is essential in an industry like insurance, where customers rely on the agency to help them protect their families and assets. Building trust is crucial for your agency to succeed, and brand awareness is the first step.  

How does an insurance agency build trust?

Overall, building trust takes time and effort, but it is essential for any insurance agency to succeed. After all, 81% of consumers need to trust a brand before they’ll even consider buying from it. By following these tips, you can do more to make people aware of your agency as a trusted and reliable source for insurance coverage.

2) It Helps You Differentiate Your Agency from the Competition. 

In a crowded marketplace, brand awareness can help your insurance agency differentiate itself from competitors. If customers recognize your brand and have positive associations with it, they are more likely to choose you over other agencies. Essentially, having high brand awareness gives you a competitive advantage.   

Here are some tips to help you differentiate your agency from others:

3) It Leads to Increased Sales.

When you have a high level of brand awareness, you can look forward to increased insurance sales. Customers who are familiar with an agency’s brand are more likely to consider buying a policy, even if they haven't had direct experience. That’s because brand awareness plays a vital role in the purchasing decision. 

As mentioned previously, customers are more likely to trust your agency when they’re familiar with it. And people tend to buy from brands they recognize and trust. As a result, an insurance agency that has established brand awareness is more likely to gain new customers and retain existing ones.

Additionally, a high level of brand awareness can make your marketing efforts more effective. When customers are already familiar with your brand, they are more likely to respond positively to your ads, emails, etc., and take the desired action. Further, having an established brand that appears high in search results (thanks to SEO) can increase the likelihood of potential customers discovering the agency, leading to increased sales as well. 

4) It Encourages Word of Mouth.

Another reason brand awareness is important for an insurance agency is that it encourages word of mouth and referrals. When people are familiar with your brand, they’re more likely to recommend it to their friends and family—even if they don’t have a direct experience with your agency. Of course, the strongest leads tend to come from existing customers who are satisfied with your services. But even those who know of your agency may mention it to friends and family who are shopping around for a new policy.   

The more effort you put into increasing brand awareness and improving the customer experience you offer, the greater the chances that you’ll get positive recommendations. This is not only a highly effective tactic but also one of the least expensive ways to bring in new customers. 


As an insurance agent, you can’t afford to underestimate the value of brand awareness—not if you want to grow your agency. Brand awareness is important for an insurance agency because it helps build trust with potential customers, differentiate the agency from competitors, increase sales, and encourage word of mouth. So, if you haven’t already, work on building a strong brand for your agency and take steps to generate awareness.Curious about how Viral Solutions can help your agency’s brand? Learn about our insurance agency marketing services today.


At Viral Solutions we are committed to seeing YOU succeed. It is our goal to grow your business with proven digital marketing strategies that will help your business for the long haul.

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Filed Under: Marketing by Industry