“Credibility precedes good communication. You can’t demand credibility, you have to earn it.”
– Brand Pretorius
I bet we have all met that person in the workplace who speaks with a confident tone, uses all the right buzzwords, maybe even presents well… and yet no one really listens.
The message doesn’t land. The room doesn’t move.
And it’s not because they aren’t articulate or passionate.
It’s because they haven’t earned trust.
This is where many of us get stuck when we want to speak up more, or lead better. We think we need to build our confidence first, when in fact, what matters more (and what makes our words count) is credibility.
I was reminded of this truth in my conversation with Brand Pretorius, one of South Africa’s most respected business leaders. He’s someone who’s led thousands, saved a major company from bankruptcy, and still holds honorary titles across the business world. But when he talks about communication? He brings it back to one thing: integrity.
It’s not just about what you say, but who you are when you say it
Brand shared that his communication style was deeply shaped by his father, a schoolteacher and “clear thinker,” who modelled something essential:
To be heard, you need to be believable.
“People just won’t believe you if you don’t have credibility. And you have to earn it. You can’t demand it.”
And that’s where the confidence myth falls apart.
Confidence without credibility can feel hollow, even manipulative. But credibility (even when you’re speaking quietly) commands respect.
In coaching, I often meet professionals who feel they lack the courage to speak up. They assume their fear comes from low confidence. But often, the real barrier is this: they don’t trust themselves yet. They haven’t given themselves enough evidence that their voice matters, not because it isn’t good enough, but because it’s not yet grounded in congruent action.
Credibility is built in the doing
Credibility is not something you declare. It’s something you demonstrate. And it starts with how you lead yourself.
Brand told a powerful story of how he failed to communicate with a new group of staff at a dealership his company had just bought. He’d prepared a talk full of impressive facts about McCarthy’s performance and values. But after speaking, one employee (a man from the wash bay in blue overalls) quietly asked:
“Are we going to keep our jobs?”
Brand had missed what mattered most to his audience.
He realised he hadn’t taken the time to stand in their shoes.
That moment stuck with him. And it teaches us something vital: communication isn’t just about the delivery. It’s about relevance. Credibility is built when people feel seen, understood, and respected, not impressed.
So how do you build credibility (especially if you’re still finding your voice)?
If you want to have more impact when you speak (whether that’s in meetings, conflict, or public leadership) start here:
1. Earn trust through consistent action
People need to see you doing what you say you value. Show up. Follow through. Admit mistakes. This builds a kind of inner authority that no amount of external applause can give you.
2. Be visible and accessible
Brand made a point of being present, walking the floor, listening deeply. You don’t need a title to be visible. You need intention; specifically, intention to engage with people in a way that makes them feel safe and respected.
3. Think from their perspective first
Before you speak, ask yourself: What might they be worried about right now? What do they need to hear, not just what do I want to say? This isn’t people-pleasing. It’s people-serving.
4. Prepare with care
Preparation shows you value your audience. Brand never “winged it.” He researched his audience, even if it was a small team. That effort makes a difference and earns you listening space.
5. Deliver results that speak for you
In the end, leadership is about results. Brand put it bluntly:
“Effective communication is not about charisma. It’s about character. It’s about getting the job done so that when you speak, people listen.”
The real confidence comes from credibility
It’s not either-or. In the long run, confidence that grows from credibility is quieter, deeper, and more sustainable. It doesn’t have to shout, posture, or prove.
So if you’ve been working on speaking up, start with your actions. Be the kind of leader who does what they say, listens more than they talk, and respects the intelligence of the people they serve.
Because when credibility is in place, courageous communication becomes possible. And leadership? It follows.
If you’re a quietly determined professional ready to stop shrinking and start communicating with clarity, I’d love to support your journey.
You can start with a low-cost Readiness Session to join the next cohort of my [be brave] coaching program.
Let’s build your voice on a foundation that lasts.
