Guiness Record Holder, Dave Farrow, CEO of Farrow PR, earned the World Record for the Greatest Memory by memorizing and recalling the exact order of 59 decks of cards randomly shuffled together. That's 3,068 cards in total. If that doesn't totally blow your mind, how about the fact that out of those 3,068 cards, he was actually allowed to get up to 18 cards wrong, yet he only missed one.

How Did He Do It?

Dave, who was once diagnosed with ADD and Dyslexia, learned to make his brain work for him. Now, he has so much information to share on how we can use memory tricks to create an unforgettable brand either around our business or ourselves, depending on the work we do. Learning to master his own brain and memory, allowed Dave to delve into the realm of other people's brains. It's not an easy feat to get other people's brains working for you, but Dave has the ability to make it seem simple, and I can't wait to share these insights with you.

Use The Power Of First Impressions

People will already have preconceived notions of who you are and what your business is all about, before you ever say a word. You should work with the already conceived ideas/connections of "who" your brand is. Don't fight that, because it will create confusion, which might even come across as a lack of authenticity. Be what the customer thinks you are. That's the quickest way to the cash. You can't be everything to everyone, and you should never waste time trying to be something you're not.

Be What/Who The Customer Thinks You Are

You should also be what the customer needs from you. Perhaps this is a bit off the beaten path, in terms of brain tricks, but it is a common mistake in the realm of branding. Don't follow your dreams, follow the money. Follow the client's needs and wants, not your own. In focusing on this path, you should be able to come up with clear ideas on how your branding can identify with your potential customers, and how you can be what they expect, and need, from you.

Sub-Word Associations

Mnemonic Branding is Dave's creation, and it's designed to aid in the client's ability to remember your brand based on a principle that goes all the way back to Socrates. The principle says that your mind can't memorize some things very easily unless your mind has something easy to associate it to. Take the brand Carbonite as an example. The name implies so much before any other word has been said, which means they got it right. This word association preceded the brand, and lays the groundwork for the company to reinforce, with their brand, what their name already says.

It's Easier For Your Brain To Remember And Store Physical Objects

Using this mnemonic branding, you can also anchor to a physical object. Take the Amazon logo, which has incorporated a loop in their first letter that reminds people of both a smile and of shipping, a real one-two punch for their branding. Rather amazing that one letter could spell out their brand's intentions. When my company recently launched a private podcast for our clients, we did a play on my last name, Hazzard, anchored to a "hazard" sign in the logo, implying that we prevent hazards for your business. The logo says it all, and it sticks in people's memories really well. Going that extra mile to think about the details always pays off.

Quick Tips On How To Make This Pay Off in the Media

  • Get Paid Twice: The first time you get paid is when you do an interview, maybe you'll be paid in followers and traffic, your immediate results. The second time you get paid is when you use that as a credential, a traffic source, and social proof, converting readers into paying customers.
  • Respect the Writer/Host's Trust: Make the time to prepare for your time with the host, and work to prove yourself to them. From there, you must allow them to do what they are good at, with their audience, and with that, they have the ability to turn you from a source for information to an expert in your field, under their endorsement. This endorsement from an outside source can only be earned, and is truly invaluable in establishing yourself as someone who has something to say, that really matters.
  • Don't Forget Your Call To Action: Frame it, make it hit a hot button, and make it a compelling value. All of your effort will be wasted if you don't tell people what to do next. If you want them to go to your website, you have to tell them that. But don't drive people to a place with no real value. If you aren't offering genuinely compelling content, it's not worth it for them, and this will backfire.

BONUS EXPERT TIP! Emotional responses in the brain drive decision making, so you should take this into consideration. Go where the strong emotions are, to carry an impact like no other.

Published on: Apr 24, 2017
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.