He wasn't over in his shield days, Reigns was and Ambrose to an extent. He got some pops in the ring and thats about it. He started to get over after his amazing heel turn and continued to grow his mic skills from there in a time WWE lacked starpower.

Yes very much turning on his brothers will be in him as long as he's a heel

yes. he's been over for a while. i would say he was over back in his Shield days and stayed over even after the break up. he's been over for the past few months without question though.

more over than Roman Reigns.

No way