To humanise before we monetise. That’s Jerome Schofield cc insurance brokers’ (JSib’s) purpose. The insurance brokerage is in the pursuit of bring impartiality, fairness, equity and honesty back to the business world. Through the relationships the company has, and with a healthy set of values the Hillcrest brokerage has already started doing so.

Last week, I shared how to get your business to this point; understanding it’s purpose. This week I’m going to tell you how a healthy set of values will keep you grounded in the midsts of business turmoil and I’m going to use JSib as an example, as this is a healthy and ethical brand to be inspired by.

The small brokerage has a succession of values. “We recognise these values cannot be something we do or even live by. These values are a part of our insurance brokerage.” Because the essence and purpose of the brokerage is of good intensions and is ethical, their values are pure and, of course, ethical. The brokerage understands that their values aren’t simply actions or reactions, but who JSib is as an insurance brokerage. This gives the company no other option, but to be those values. Any other doing that doesn’t form part of this value system, would be out of nature and unnatural for the company. In other words, the company would be acting out of character.

When their values are revealed it’s not a dissimulation, but an expression of the brand’s true identity.

JSib acknowledge that each of their values carry weight. In the company’s opinion, some more than others. For example, one of their values is meaning relationships, as the brokerage is connected to a community that’s ever growing. It’s in this community that they find themselves working towards their purpose and exceeding their own expectations. These relationships and solace (another value) compel them to help and make right the situations they have the authority to influence.

Together, the essence, purpose and value system form the core of the company. This is your brand’s identity. And what does this identity stand on? What does it look like? I’ll share that in the weeks to come.

Published by Candice Leigh King