Brand
Also known as: What People Remember
Your brand is what people remember about you when you are not standing there.
You went inside for dinner. Your stand is empty. Somebody walks past it anyway.
What do they think? Maybe: that is the stand with the yellow sign. Maybe: that is the one where the lemonade is really cold. Maybe: that is the kid who gave me an extra napkin without being asked.
All of that is your brand. It is the part of you that stays on the corner after you have gone inside.
You cannot tell people what to remember. You can only keep doing the thing you want remembered.
Color this: design your sign. Same colors every single time, so people know it is you from far away.
For the grown-up holding the crayon box:
Brand as memory rather than logo is the accurate definition and the one most small businesses never get told. Consistency is the mechanism, and a child choosing the same sign colors every time is already practising it.