Order by a name field (alphabetically)

I have a varchar(250) field that has insurance names. I want to order alphabetically....
A thru Z. I did  order by i.insuranceName asc but that brought back names starting with B on top. So, I did below. But still, I added an insurance "Ahmak" and it ends up at the end of the list of insurances starting with "A".

This is an example:
21 ST CENTURY HEALTH AND BENEF
ACE INSURANCE/ WISE
ADMINISTRATIVE CONCEPTS
AEQUICAP
AFLAC
AHA/SOUTHCARE
AID ASSOCIATION FOR LUTHERANS
ALASKA ELECTRICAL HEALTH
AMA INS AGENCY
ANTHEM BCBS WISCONSIN
APA PARTNERS INC
ASBESTOS WORKERS
AVMED HEALTH PLANS-120-03
AXA ASSISTANCE
ahmak

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This is the order by

 order by case substring(i.insurancename,1,1) when  '1' then 1 
                when  '2' then 2
                when  '3' then 3
                when  '4' then 4
                when  '5' then 5
                when  '6' then 6
                when  '7' then 7
                when  '8' then 8
                when  '9' then 9
                when  'A' Then  10 
                when  'B' Then  11
                when  'C' Then  12 
                when  'D' Then  13
                when  'E' Then  14
                when  'F' Then  15
                when  'G' Then  16
                when  'H' Then  17
                when  'I' Then  18
                when  'J' Then  19
                when  'K' Then  20
                when  'L' Then  21
                when  'M' Then  22
                when  'N' Then  23
                when  'O' Then  24
                when  'P' Then  25
                when  'Q' Then  26  
                when  'R' Then  27  
                when  'S' Then  28      
                when  'T' Then  29       
                when  'U' Then  30
                when  'V' Then  31
                when  'W' Then  32
                when  'X' Then  33
                when  'Y' Then  34
                when  'Z' Then  35
               
               else 36
              end asc

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LVL 8
CamilliaAsked:
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Dale BurrellDirectorCommented:
Order by insuranceName should work, unless either your collation is wrong, or some names have blank spaces at the start. You shouldn't need to do anything special to order alphabetically.
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CamilliaAuthor Commented:
>> some names have blank spaces at the start
should I do trim?
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CamilliaAuthor Commented:
Found 3 rows that started with blank, let me remove the blanks and see
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Dale BurrellDirectorCommented:
Yes, even if just for the order by e.g.

order by ltrim(rtrim(i.insuranceName))
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