On this episode of The Brand Herald, Landon sits down with Chad Churchman of Hyland Insurance to discuss the intersection of professional branding and community. Transitioning from a decade in digital marketing at Journeys to the insurance world, Chad shares how he helped shape Hyland’s internal culture. 

We explore the “Hyland way”—a philosophy built on educating rather than selling, and the simple act of answering the phone. It’s a grounded look at how a 40-year-old family business maintains its relevance by staying human in a digital age.

The conversation shifts to the practical mechanics of brand building, from managing email signatures for 40+ employees to the value of quality promotional items. Chad emphasizes that whether it’s a sideline presence at a Louisville City FC match or internal team apparel, the goal is always utility and longevity. 

We’ve found that Hyland’s commitment to “putting their money where their mouth is”—by purchasing quality gear for their team—creates an organic brand advocacy. It’s a reminder that in a crowded market, consistency and character are the only real differentiators.

Chapters:

01:00: Chad’s ranking as a semi-pro pinball player and his first-place finishes.
02:05: A brief history of Hyland Insurance, the 40-year-old, family-owned Louisville company.
04:04: Chad’s transition from digital marketing at Journeys to finding a home at Hyland.
08:25: The first 90 days of consolidating internal marketing and creating visual consistency.
12:20: Why “Educate, Don’t Sell” and answering the phone are Hyland’s secret weapons.
18:22: A candid look at the complexities of managing email signatures across departments.
21:54: Strategic partnerships with Bellarmine University and Louisville City FC.
26:48: Why Hyland invests in their team’s clothing to build internal pride.
36:19: Tips for owners hiring their first marketing leader and the importance of being realistic with expectations.

Resources:

Chad Churchman Linkedin
Hyland Insurance Linkedin
Hyland Insurance