Mark Pollard’s strategy method: How to make your brand shine?

Founder of Mighty Jungle and Strategist, Mark Pollard is sharing in a 45 minutes video called “skillshare” his approach of understanding and building a brand strategy.

Though his various experiences Mark Pollard has become an expert in terms of brand strategies. Within his company Mighty Jungle, Mark helps brands conduct strategies to help them grow, through research, coaching and strategy.

Mark Pollard developed an inspiring model dedicated to marketing specialists and agencies. His approach tends to help businesses understand their target, which is the first step for a company wishing to last in time. You will find in this article great tools by Mark Pollard to help you build a brand that fit your values.

Where’s my business?

Mark puts brands into three categories: product-centric, customer-centric and vision-centric. A product-centric company focused on the products it brings to the market rather than the customers that buy the products. The brand’s strategy is to create the best product.

A customer-centric company focuses on putting the customers at the core of its business. It means offering the best experience from the awareness stage; through the purchasing process and after the purchasing process. The brand’s strategy is to create the best solution for the customer. Amazon is an example of a customer-centric company.

To deepen this reflection on your company's positioning and structure your business model, using tools like the Business Model Canvas can prove invaluable.

With a vision-centric brand, you want to bring your special vision to life. Mark asks: “What do you know that your customers don't that will change their life?”

Mark shows us -with clear drawings- that successful brands tend to mix the 3 visions. But he makes us realize that the vision-centric type of brands continually outperform the rest. He explains how to reach that model and how a company can benefit from this approach. The purpose is to make your product or service well positioned according to your customers' needs.

The Pyramid of Advantage

One interesting point Mark highlights is “The Pyramid of Advantage” and how to prioritize your brand's attributes: functional attributes, emotional attributes, etc. Brand attributes represents the essence of the brand. As a business, knowing your brand attributes will help you make smarter decisions, focus your marketing efforts in the right place to reach your audience with the right message and offer the right product or services.

This understanding of your brand attributes is part of a broader marketing personalization strategy, where each message is customized based on your audience's profile and maturity level.

Your Personas

“Who is your ideal customer that will bring value to your company?”

This is probably not the first time - and not the last time - you hear about the importance of Buyer Persona. A Buyer Persona is fictional representation of your ideal customer based on market research and the information you already have about your current customers. Creating well-structured personas requires a rigorous methodology combining real data, customer interviews, and informed assumptions. Creating and understanding your Personas is essential because they represent the center of your target.

Understanding the elements your target needs to make a buying decision is important. It will help you with your marketing efforts, such as blog posts, social media posts, newsletters, etc… basically all the content you want to create. When you are directly talking to your ideal customers, they feel like you “get” them, and this is part of your strategy to attract new customers. This personalized approach can be amplified through an Account-Based Marketing (ABM) strategy, particularly effective for B2B companies targeting high-value specific accounts.

Mark Pollard skillshare video is a guide full of tools to build the successful brand you want. Always keep in mind that people are more attracted to brand that speaks to them.

Plenty of Buyer Persona guides and templates are available online. Check out the ones from Hubspot.

To put these strategic concepts into practice and transform your personas into high-performing campaigns, implementing a CRM platform like HubSpot centralizes your customer data and automates your marketing actions.

How do you build a brand that stands the test of time and resonates with your target audience?

The answer lies in a deep understanding of your customers and strategic positioning of your business. As Mark Pollard demonstrates, a high-performing brand isn't just about offering a good product: it must create an experience that speaks directly to your target's needs while embodying an inspiring vision.

At Parkour3, a Diamond HubSpot Partner based in Montreal, we work daily with technology and manufacturing companies to guide them through this strategic process. Our digital marketing coaching and training expertise enables you to clarify your personas, refine your positioning, and build campaigns that generate concrete results. By aligning your brand strategy with your market's real expectations, you create the conditions for sustainable growth.

Creating precise personas isn't a theoretical exercise—it's a strategic tool that guides every marketing decision you make. Combined with a well-orchestrated value-driven B2B content marketing strategy, it becomes the engine for authentic connection with your customers.