Keyword
Also known as: Search Words
A keyword is the words somebody says out loud when they are looking for something like yours.
When a person wants lemonade, they do not say the name of your stand. They do not know it. They say what they want.
They say cold lemonade. Or something to drink. Or lemonade near me.
Those words matter, because the helper is listening for them. If your sign says the same words people say, the helper knows to point at you.
Color this: write three things a thirsty person might say. Circle the one you would put on your sign.
For the grown-up holding the crayon box:
The gap between the words a business uses for itself and the words a customer uses to look for it is where most small businesses quietly lose. Children get this immediately because they have no brand vocabulary to defend yet.