Brefi Group draws on the work of international organisations
in setting its standards for coaching performance. These include
NeuroLinguistic Programming, CoachVille and the International
Coach Federation. The core of coaching is building rapport,
asking powerful questions and setting goals.
Coach Federation has defined a set of basic coaching competencies:
- Meet ethical guidelines of the profession
- Ability to establish a coaching agreement
- Ability to establish an intimate and trusting relationship
with the client
- Ability to be fully present, conscious and spontaneous
- Ability to express active listening
- Ability to ask powerful questions
- Ability to be a direct communicator
- Ability to create and raise the client's awareness
- Ability to design and create action plans and action behaviours
- Ability to develop plans and establish goals with the
- Ability to manage the client's progress and hold him/her
responsible for action
The CIPD has identified general skills that characterise
- Self-awareness and self-knowledge
- Clear and effective communication skills
- Relationship-building skills (including ability to establish
- Flexibility of approach
- Listening and questioning skills
- Ability to design an effective coaching process
- Ability to assist goal development and setting, including
- Ability to motivate • Ability to encourage new perspectives
- Ability to assist in making sense of a situation
- Ability to identify significant patterns of thinking
- Ability to challenge and give feedback
- Ability to establish trust and respect
- Ability to facilitate depth of understanding
- Ability to promote action
- Ability to build resilience
Executive coaching competencies
For executive coaching the International Coach Federation
recommends the following: -
- A firm grounding in business knowledge and competencies
- Thorough understanding of the world of the executive leader
- A broad understanding of leadership and leadership development
- Knowledge of systems dynamics (organisation and community)
- Knowledge of the framework of adult development
- High standards of personal and professional ethics
- Highly developed communication proficiency allowing us
to operate in the executive's environment
- Advanced coaching skills and capabilities
- Stature and reputation that gains respect
- A commitment to lifelong learning similar to the leader
Code of ethics
Brefi Group has adopted a code of ethics, based upon The
International Coach Federation Standards of Ethical Conduct
- I will conduct myself in a manner that reflects well on
coaching as a profession and I will refrain from doing anything
that harms the public's understanding or acceptance of coaching
as a profession.
- I will identify my level of coaching competence to the
best of my ability and I will not overstate my qualifications,
expertise or experience as a coach.
- I will, at the beginning of each coaching relationship,
ensure that my coaching client understands the terms of
the coaching agreement between us.
- I will not claim or imply outcomes that I cannot guarantee.
- I will respect the confidentiality of my client's information,
except as otherwise authorised by my client, or as required
- I will obtain permission from each of my clients before
releasing their names as clients or references.
- I will be alert to noticing when my client is no longer
benefiting from our coaching relationship and thus would
be better served by another coach or by another resource
and, at that time, I will encourage my client to make that
- I will avoid conflicts between my interests and the interests
of my clients.
- Whenever the potential for a conflict of interest arises,
I will, on a timely basis, discuss the conflict with my
client to reach informed agreement with my client on how
to deal with it in whatever way best serves my client.
- I will, on a timely basis, disclose to my client all compensation
from third parties that I may receive for referrals of,
or advice given to, that client.
- I will honour every term of agreements I make with my
clients and, if separate, with whoever compensates me for
the coaching of my clients.
- I will not give my clients or any prospective clients
information or advice I know to be confidential, misleading
or beyond my competence.
- I will acknowledge the work and contributions of others;
I will respect copyrights, trademarks and intellectual property
rights and I will comply with applicable laws and my agreements
concerning these rights.
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"Discover the art of natural coaching"
What to do next
With our MBA level experience and training in the psychology
of change, Brefi Group coaches possess the unique combination
of maturity, professional skills and human qualities required
to work with top decision-makers and the leaders of the future,
whether they be in commercial or public organisations or running
a small company. Such key individuals have the maximum leverage
for change – they provide the leadership and role models
for the rest of the organisation. They are under the greatest
pressure, and are more likely to suffer from stress and an
out of balance work/home life.
We can also train managers as coaches and set up in-house
coaching and mentoring schemes. To contact a representative about how Brefi Group can help with coaching or coach training, use our contact page.
Alternatively, if you would prefer to talk to one of our consultants, then call +44 (0) 121 288 3417.
Brefi Group designs, develops and licenses coach training programmes for managers who wish to improve their leadership style and for individuals who wish to qualify as professional coaches.
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