Introducing One ICF | ICF Foundation
The International Coaching Federation (ICF) has taken a bold step forward into the future of coaching. A refreshed brand identity now reflects ICF’s interests in many areas of the coaching industry, represented by six unique family organizations that make the whole or “One” ICF.
First, ICF’s CEO Magdalena Mook introduced the new brand for the entire ICF ecosystem. Then, we interviewed the vice presidents of ICF Professional Coaches, ICF Credentials and Standards, and ICF Coach Training to introduce us to their respective family organizations.
Now, part five of the seven-part series continues with the ICF Foundation family organization. Coaching World interviewed ICF Foundation Vice President Coura Badiane to bring you insights and inspiration as ICF forges ahead and empowers the world through coaching.
Q: The ICF Foundation is vital to the success of ICF and the larger coaching community – what are a few of the key things the Foundation does to support and further ICF’s mission?
A: The ICF Foundation is the nonprofit, philanthropic piece of the ICF ecosystem. Our main philosophy is that social system change is accelerated and amplified by professional coaching – that’s our guiding light. And in terms of intended impact, our goal is to have an impact globally and to demonstrate the effectiveness of promoting social change through coaching.
Another way the ICF Foundation supports ICF is that we encourage organizations and social change entities to see and understand the value of professional coaches. Our mission is to promote the potential social impact that coaching can have at the individual and the organizational level.
Q: Tell us about what this new ICF brand identity means for the ICF Foundation.
A: In terms of outreach, I think the ICF new brand identity increases the ICF Foundation’s ability to capture the attention and the interest of ICF Members and coaches who might not know about our work, and to know more about the philanthropic arm of ICF. The new branding also elevates our programs as one of the many ways to interact with ICF. As more people are curious about the new brand and ask questions such as, “What does that mean? What are these family organizations offering?”, this gives us more exposure to potential and existing members and also to potential donors who are interested in supporting our projects.
So, I think the most important aspect of this new brand is its visibility – it increases our ability to reach out to new audiences, both prospective and current members, as well as prospective and existing donors to let them know more about what we do, inform them about our current and upcoming initiatives, and about the social impact and value of professional coaching.
Q: Why is this new brand important and how does it reflect ICF’s work in the coaching industry?
A: The new brand elevates the coaching profession as a whole in terms of standards, the value of an ICF Credential, and in terms of social impact, which is where the ICF Foundation would come into play. It shows how these six family organizations – each with their own unique focus – fit in and support the ICF ecosystem. They complement each other in specific areas of need for professional coaches.
For us at the ICF Foundation, we are in an especially unique position because we relate to every single family organization. The ICF Foundation aims to amplify and accelerate social system change through coaching by promoting the value of the profession.
Q: For those who are familiar with the ICF Foundation’s work or for those who are just hearing about it for the first time, how does this brand refresh add value to what you do?
A: In terms of our existing programs, the Ignite Initiative is our flagship program. Through pro bono coaching projects, the Ignite Initiative harnesses the collective power of ICF Chapters, Members and Credential–holders to accelerate the 17 United Nations 2030 Sustainable Development Goals.
Our Coaching for Social Impact Research Project is another exciting initiative that the ICF Foundation is launching in 2021. The ICF Foundation will offer pro bono coaching to the leadership teams of select social change organizations in different regions of the world to track and quantify the social return on investment (SROI) of professional coaching.
Q: What excites you the most about ICF’s new brand identity?
A: The ICF new brand identity is fresh and nicely illustrates how each family organization supports each other to benefit One ICF.
It also provides the opportunity to engage stakeholders with new ideas and to create a buzz around the coaching industry. It provides opportunities for targeted discussions about each family organization’s focus, and to build upon the vision for the next five or 10 years.
Q: What aesthetic changes do you think the ICF community will be most excited about and what are you most excited about?
A: I think the ICF community will be excited to differentiate and learn more about each family organization and to connect with each of them. I also appreciate the way the new ICF brand identity balances the uniqueness of each family organization, while capturing the sense of unity – we are One ICF. It is an empowering message, that reflects the passion and dedication of our members, especially after such a challenging year.