If you’ve even dipped a toe into the entrepreneurship waters, you’ve heard the “To Specialize or Generalize” arguments. You may be uncertain about whether niching is appropriate for you, afraid to pigeonhole your business by selecting a single specialization and — to borrow a phrase — putting all of your eggs in that basket.

On January 24, Joseph Aldrich, Principal Consultant for The Cypress Group, will guide IABC’s IndyComm group through an exploration of whether positioning yourself as an authority in one subject area is the right choice for your business.

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Aldrich will encourage the group through interactive discussion looking at brand voice, the ways in which you amplify your message (including where and how often), who constitutes your audience, and your own internal metrics (c’mon, you knew data would be part of this!). He will conclude the speaking portion of the evening with his advice to independents and consultants for continuing to re-evaluate and drive tactics for ongoing success in this area.

Following the presentation, Aldrich will host a Q&A for those looking to get answers to their burning niche questions.

About the speaker:

Joseph Aldrich

Joseph Aldrich
Principal Consultant
The Cypress Group
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Joseph Aldrich founded the integrated marketing firm The Cypress Group in 2008 to help both up-and-coming and established brands reach new heights of prominence through strategic public relations and communications planning. His clients can be found at the top of influencer lists for the shelter industry and luxury service providers. A frequent public speaker and design trend visionary, Aldrich is a recognized expert contributor to shelter publications, and an active member of a number of associations in his field.

Are you among the 47% who make self-improvement-focused New Year’s resolutions? Let us help you keep your resolution to elevate your personal brand in 2017. Experts will be on hand to help you learn and define the elements of your personal brand, cultivate your brand online, and ensure your image is going to help you take your career to the next level. Studio B will also be on hand to help you update that old headshot with a new profile photo (additional $45 fee).

In addition to great tips to kick start your brand enhancement efforts, you could also leave with a valuable door prize, including:

  • A copy of Susan Howington’s book, “How Smart People Sabotage Their Job Search,” and a complimentary one-hour phone consultation with Susan
  • A copy of “Personal Branding for Dummies,” featuring Diana Jennings, contributing author
  • A copy of “Give Your self Permission Anthology; 44 Inspirational & Insightful True Stories of Risk-Taking, Life Changes & Successful Outcomes,” featuring Darcy Burke of Watermark Associates

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Diana Jennings

Diana Jennings
Founder, Brand You Image/Personal Brand and Image Management Strategist
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Diana Jennings is the founder of Brand You Image, and a pioneer in integrating personal branding with image management. Her professional credentials include being a Certified Image Professional (CIP) and past President of the Southern California Chapter of the Association of Image Consultants International (AICI); Reach Communications, Inc. Certified Personal Brand Strategist (CPBS); and is an advisory board member to the Image Consultant Business Institute of India. She has contributed to three career related books, and is the chief contributor to the chapter, “Fashioning Your Image to Match Your Personal Brand” in Personal Branding for Dummies (Wiley 2012, 2014.)

Susan Howington

Susan Howington
CEO, Power Connections Career Services
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As the CEO and Founder of Power Connections, a national outplacement company, Susan Howington is a sought-after expert in the Executive Career Transition field, applying her practical knowledge and visionary wisdom as a consultant, coach, author and industry speaker. In Orange County, she was profiled by OC Metro Magazine as one of 15 Orange County Women Who Inspire Others. She has appeared in the Orange County Register, Los Angeles Times, national online publications like ABC7 New York, CBS2 Chicago, Fox Business News, and CareerBuilder.com to name a few. She is the author of the just released book on Amazon.com called “How Smart People Sabotage Their Job Search: 10 Mistakes Executives Make and How to Fix Them.” She and her company have had the pleasure of being interviewed in both 2014 and 2015 by the Wall Street Journal regarding the dynamics of job search. Susan earned a B.S. degree in Sociology with a minor in Psychology from Northern Arizona University.

Judy Zulfiqar

Judy Zulfiqar
Chief Strategist, Watermark Associates
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Judy Zulfiqar serves Watermark Associates as Chief Strategist. Prior to joining Watermark, Judy was founder and President of RKR Marketing & Advertising, which was founded in 2001. Judy has had the pleasure of serving a wide variety of industries locally, regionally, nationally and internationally. She established RKR as a boutique agency that was strategically located in the heart of Southern California Wine Country to serve as a perfectly positioned destination in the marketplace to handle projects large and small and she brings that experience with her to Watermark. Judy has more than 15 years of experience in helping clients manage their personal and professional brand across all media platforms including LinkedIn. Judy earned her Master’s in Business Administration from Pepperdine University. She completed her field study in Thailand focusing on emerging markets.

Event fees:
• $30 members
• $40 non-members
• $23 students

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Make plans to join the IABC Orange County chapter on April 11 from 6:00-8:00 p.m. at UCI University Club and hear from Innovation Protocol’s Matt Clayman as he discusses personal branding. The evening will also include hors d’oeuvres and  dessert buffet. Wine and beer will also be available for purchase.

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Products are brands… Services are brands… And yes, people are brands. You are your own brand steward – you decide who you matter to and why. You control how you’re perceived by those you know AND those you‘ve yet to meet. We‘ll discuss how branding applies to individuals and how you can build your own, personal, influential identity. This seminar is presented annually at prestigious business schools and professional organizations and is right for audiences young and old – only an interest in branding ‘you’ is required.

Complimentary parking will be available in the University Club lot on a first come-first served basis. Additional parking will be available in an optional parking lot for a fee of $10. Parking attendant will be available in the UCI lot to direct you and provide a parking permit to the optional lot if parking is not available at the University Club.


Matt Clayman

Matt Clayman
Director, Client Partnerships, Innovation Protocol
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Matt Clayman is the Director of Client Partnerships for Innovation Protocol. In this role, Matt teaches C-suite executives from start-ups, non-profits and fortune 500’s about the power of brand and how it applies to their specific industries and business challenges. An educational background in the medical sciences coupled with over a decade of professional experience working in advertising, marketing and branding, gives Matt the ability to quickly ramp-up, diagnose and prescribe a course of action for any brand related initiative. As a passionate believer in brand, Matt has had the privilege of giving presentations to various professional, undergraduate and graduate programs. Matt holds a BS from the University of Michigan in Biological Psychology as well as a Master’s Degree in Business Administration from the University California, Irvine in Strategic Marketing and Innovation Design Management.

Thank You to our Chapter’s 2016 Sponsors

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