What are the best ways to establish credibility as an executive coach?

This opening paragraph confuses executive coaching with consulting. The most important thing a client needs from an executive coach is NOT industry or technical expertise but coaching skills that bring clarity and direction to their development. If they need knowledge, skills, and expertise, they should seek out additional technical training or engage a consultant. Executive coaching is NOT about content but finding clarity and developing better judgment.

Recognize and understand the broader systems in which the coachee operates, be it their organizational structure, team dynamics, or personal life influences. By demonstrating an awareness of these systems and how they interplay with the coachee's challenges and goals, you can further establish trust. This systemic perspective shows the coachee that you're not just focused on individual issues but are considering the larger context in which they operate, aligning with your expertise in systemic consultation.

All coaches should understand the importance of showcasing their talents in an often crowded field/industry. When highlighting your wins and breadth of experience, keep a few things in mind: 1) Not all rec's and testimonials are equal in weight. Make sure that person speaks to your services (and character if possible). They don't need to be at Fortune 500 company to write you something powerful BUT/AND keep in mind if you are focusing on that specific niche/audience then possibly seek people's testimonials that align to the audience you service or wish to serve. 2) Use Linkedin as a way to engage in other threads, communities and write "original" content using your brand and #'s to gain visibility as a thought leader.

As I mentioned above, align your marketing efforts with your creative and communication goals. If you currently serve industry X then ensure your content and marketing speaks to X and not Y. How you present and represent yourself tells your audience everything they need to know in terms of their interest of sticking around. So, be thoughtful, intentional, strategic and smart in both what you do, how you do it and where you apply it.

Here's what I caution coaches on: Do NOT sign up with the first and/or flashiest marketing or branding firm or person who can "guarantee" anything since the fact is they can't. There are many people/companies who prey on coaches as a segment that isn't aware of what to do or need to grow their business. Do your HW and don't get sucked into a high cost, low valued experience. Do research, the basic principles of branding are complicated but are involved and it does require learning about. This you can do on your own first. Secondly head over to sites like Canva to get inspired around look and feel. Lastly, avoid the out-of-box solutions that over promise and under deliver. This process should be fun, don't rush it.

True recommendations and referrals (from real clients) are an excellent source of credibility. There is no one better who can sing your praises than a former or present client. They don't have to be from big companies or have big titles, but they do need to share big statements and results. Remember, as a coach you are a service provider and one that is not tangible but experiential so ensure you get those that have experienced your greatness to speak about it.

Upskill, upskill and upskill. There's no reason not to and in our line of work learning should be second nature. That said, getting certs or degrees can definitely raise your profile and for good reason, it displays that are committed and can successfully see something through. No matter what it is, always be learning.

Gaining mastery doesn't come solely through attending workshops or getting additional degrees. Mastery comes partially through education but also requires intentional and guided experience along with reflection and feedback. Being a lifelong learner is the hallmark of an excellent coach. The learning and growth come from a mix of theory, action, and reflection.

One thing I recognise is that for my clients to progress, ethical standards matter. They are the hallmark of integrity, the benchmark of standards and the reputational advantage.

I see way too many coaches gloss right over the integrity of what being a coach actually entails. It's evident in their SM posts to their videos and sadly sometimes in their books. The biggest red flag is anyone who claims to be a (practicing) coach and isn't certified from an accredited ICF school/program. That's the simple truth.

I disagree with Joshua Miller's comment about ICF certification. I've found that an ICF certification does not identify the quality of the coach. I highly recommend any coach who wants to hang out their shingle complete training in a specific coaching model, find a mentor, and gain a ton of coaching experience before offering coaching as a paid service. While the ICF-approved curriculum is strong, many people who complete the process and begin practicing are not very good at coaching. The one thing certified coaches seem to have in common is strong marketing skills. Besides the ICF process, there are many other ways to develop deep coaching skills. There are many professions that develop the core competencies of coaching.

It's easier to say what you shouldn't do. Don't preach, pontificate or pass judgement on people/clients/coachees you don't know. Why am I sharing this? Because I see it often, especially online with so-called coaches who are claiming to be X and showing up as Y. The worst part is that no one appears to be sharing this feedback. If you wish to be credible then be yourself and if you are good at what you do and are a practicing coach you will create your own reputation and people will want to work with you. Skip all the flash and fluff. You don't need to be on every social platform talking about mindset and authenticity to be credible but you do need to actually know what you are talking about. This is why many coaches don't do live videos.

I agree with Joshua Miller on this one. It's not about the coach, but it's about the client. The coach should do everything possible to keep the client the focus of the relationship. There are too many people offering coaching services (even certified ones) who know more about marketing than coaching. It makes it difficult for potential clients to respect coaching as a service and profession. Executive Coaching isn't about the coach passing along expertise but helping the client find clarity and define the next steps in their development. As Drucker said - Good Judgment = Great Executive. Our coaching needs to focus on helping the client improve their judgment.