Your Brand Is an Island

If you’ve ever played A Short Hike, you’ll know it’s not really a game about goals. There is a goal, technically, but the magic of the game lives in how gently it unfolds. There’s no rush. You’re encouraged to explore, take your time, talk to people, and find meaning in small interactions. In a world that’s so often fixated on speed, the island in A Short Hike feels like a warm reminder: you’re allowed to go slow.

It’s with that spirit that I want to take a closer look at one particular business on the island, the boat rental place tucked away in the Orange Islands. There’s one boat. One employee. A very serious fantasy novel. And a quiet kind of charm that makes it memorable.

So what would happen if the boat shop hired me to help with their marketing? What kind of strategy would make sense in this kind of world?

Success here, as with many businesses, would likely mean increased brand awareness, higher demand, and more rentals per day. But it’s not those goals that would shape the strategy. It’s the way of life on this island that matters. The pace. The tone. The feeling. That’s what would guide the marketing approach.

I’d focus on two key areas: the boat shop’s place within the wider island ecosystem, and its internal brand positioning.

1. Collaboration with the island ecosystem

The boat shop is part of a bigger story, the island itself. Even if it’s the only rental on this little stretch of beach, it still relies on the flow of visitors. Which means its success is tied to the success of the island as a whole.

In real-world terms, this is no different from a stallholder at a craft market or a maker whose shop is part of a local trail. Your business might be brilliant, but if the overall experience falls flat, your audience won’t return. That means some of your marketing energy needs to go into supporting the ecosystem you’re part of.

For the boat shop, this could mean teaming up with the café or the climbing club to share visitor stories, promote events, or create mini itineraries. It’s not about forced collaboration, it’s about curating a consistent energy across the island that makes people want to stick around.

2. Brand positioning

The other part of this strategy is about owning your quirks. The boat rental guy doesn’t say much. He’s always got his nose in a book. But that detail, his love for the Bolder Boulders fantasy series, adds a layer of charm. It makes him feel real.

This is where the idea that “vibe isn’t fluff” comes in. When you’re building a small business, especially as a maker, your personality and values are part of the offer. If you care about sustainability, show it. If you love novels, talk about them. If you’re a bit awkward on camera but you care deeply about what you make, let that be visible.

People don’t just connect with your products. They connect with the world you’re building. And if that world feels intentional, consistent, and honest, they’ll want to return to it.

Sometimes things will go wrong. In A Short Hike, there’s a moment where the boat breaks. And it’s not fixed in isolation, another character helps. That too is part of brand positioning. Being willing to ask for help, involve others, and share the journey.

Bringing it back to real life

If you’re a maker or crafter, think of the local area you work in as one ecosystem, and your market or online platform as another. Your audience moves through these interconnected spaces, picking up cues along the way.

If your brand is consistent, honest, and aligned with your values, it’ll resonate. And if you build relationships with others who share your energy, you’ll lift each other up.

You don’t need to change who you are to become more appealing. You just need to show up as yourself, clearly and often. That’s how you create the kind of island people want to visit again and again.

Your business doesn’t need to be the loudest boat on the beach. It just needs to feel like home to the people passing by. And the more clearly you express what kind of island you’re building, the easier it is for others to anchor beside you.

I hope you enjoyed reading my thoughts on marketing through one of my most enjoyed games of the last 5 years! If gaming is your thing, I have a bunch of other blogs just like this for you to dive into. And if you’re building a brand that feels thoughtful, true to you, and part of something bigger, I offer two services that might help:

Brand Storytelling Development For when you want your messaging to feel clearer, more confident, and rooted in what matters most.

Collaboration Opportunities For when you’re ready to connect with like-minded brands and communities, but aren’t sure where to start.

And if you just want to connect, share thoughts, or say hello, I’m always up for a conversation over on LinkedIn. Come say hi—it’s always nice to meet someone else doing things their own way.