After your business's name, what do you most want prospects to remember about your company? Perhaps the phrase, "cuddly robots" or an image of a cuddly robot should pop into their heads or the phrase, "Hi, Tech!" Don't call the funny farm yet. Hear me out.

The other day, another business writer described what most distinguishes his services. He excels at explaining complex technology in simple terms and adding human warmth to cold engineering presentations. Later the great muse in the sky graced me with the cuddly robot phrase. The other writer thought up, "Hi, Tech!" Neither's perfect. But "cuddly" projects warmth, relationship and connection. "Robot" projects engineering and complex technology. "Hi, Tech!" plays on a familiar phrase and alludes to friendliness and technology. I could see the writer's cuddly robot logo as a robot made of plush. It's a sticky image. So what do you want your market to remember about you? Make it fresh, visual and sticky.