This paper discusses the implementation of core values/culture of Perum Jamkrindo, a State Guarantee Company, Jakarta, Indonesia, with a descriptive an narrative approach supported by interview, focused group discussions, and literatures studies. The “hypothetical” model was introduced to support the implementation of the values which appear to be helpful in increasing the awareness and understanding of the values. Four steps were taken in the implementation of the values: enhancement of understanding of the values, internalization of the values, externalization of the values, and anchoring the values as brand image. The implementation of the values of Perum Jamkrindo was also supported by the appointment of change agents comprises representatives from all divisions and branches of the company and driven by the commitment of top management.