Masked Weaver
Brand Discovery
Growth Weave Intelligence Engine

Your Brand
Discovery Brief

This questionnaire is the foundation of your Growth Weave analysis. Your answers, combined with the documents you share, allow us to map your brand across 8 growth dimensions and identify the specific opportunities that matter most for where you want to go.

8Sections
45-60Minutes
8Growth Dimensions
1
You complete thisAnswer honestly. The more specific you are, the sharper the analysis.
2
You share your documentsBriefs, data, research. More complete means more precise.
3
We run the analysisMasked Weaver produces your full Growth Weave report with findings, opportunities, and recommended actions.
Section 1 of 8

The Brand

Start with the basics. This anchors everything that follows.

1.1What is the name of the brand we are working on?
1.2How would you describe the category or industry you operate in?
Use the language your customers would use, not the analyst definition.
1.3Which markets do you primarily operate in?
1.4How would you describe the scale of the business today?
1.5What are we being brought in to help with?
Section 2 of 8

Where You Are Going

The clearer you are about what success looks like, the more precisely we can identify what stands between you and it.

2.1What does success look like for this brand in three years?
Be as specific as you can. A revenue number, a market position, an audience milestone, a capability you have built, or all of these.
2.2What is the most important single milestone in the next 12 months?
If you achieve one thing this year, what is it?
2.3How do you primarily expect this brand to grow?
Growth Weave is built around five distinct growth mechanics. Your answer shapes how we weight every finding in your analysis.
2.4What is the single biggest thing standing between where you are and where you want to be?
Be honest. Is it internal? External? Structural?
2.5What have you already tried that has not worked as expected?
This is as valuable as knowing what has worked. It tells us what territory to avoid re-entering.
Section 3 of 8

Your Audiences

Different people power your brand growth in different ways. This section maps the people who matter most, from your most loyal advocates to the audiences you have not yet reached.

Growth Weave Audience Framework
Growth Weave distinguishes between six types of people who influence brand growth differently: the people who see your brand, who buy it, who use it, who gift it, who build community around it, and who actively advocate for it. Each group requires a different strategy. Most brands over-invest in advocates (richest data) and under-invest in non-buyers (biggest opportunity). Answer as specifically as you can.
👁The AudienceNot yet buying
Who sees your brand but has not bought? Who should be buying but is not?
What do you think stops them?
💛The Occasional BuyerBuys rarely
Who buys infrequently, once a year or less? What occasions typically bring them in?
What would make them buy more often?
🎁The GifterBuys for others
How significant is gifting to your business? Who is your typical gifter and who are they buying for?
What makes the gifting experience work well, and where does it break down?
✨The UserUses the product
Who actually uses or experiences your product? Is this the same person who buys?
What do your best customers consistently praise?
🌐The CommunityParticipates socially
Is there a community that organises around your brand or category? Where do they gather?
What does that community want from the brand that they are not getting?
⭐The AdvocateActively champions
Who actively champions and spreads the brand?
Is their advocacy accidental or something you actively support?
Section 4 of 8

The 8 Growth Dimensions

Growth Weave evaluates your brand across 8 interconnected dimensions. Two questions per dimension. Answer in your own words. There are no right answers, only honest ones.

Growth Weave - Our Proprietary Framework
These 8 dimensions together define how growth happens in any brand. They are evaluated holistically: strength in one amplifies others, weakness in one can constrain the whole system. Your responses here, combined with your documents and our supplementary research, allow us to score and map each dimension with precision.
01
Demand MomentsWhen and why people enter the category
02
Decision TriggersWhat tips the choice in your favour
03
Cultural SignalsWhere the brand lives in culture
04
Brand CodesWhat makes the brand instantly recognisable
05
Product ProofEvidence the brand delivers on its promise
06
Attention SystemsHow the brand gets seen and remembered
07
Availability NetworksWhere and how people can buy
08
Signal AmplificationHow word about the brand spreads
Dimension 01
Demand Moments
The occasions, emotions, and life events that trigger a purchase
4.1Walk us through the most common situations where someone decides to buy this brand. What occasions, emotions, or life events typically trigger a purchase?
Include both the obvious ones (birthdays, seasonal) and the less obvious ones (self-treat, impulse, social occasion). Which occasions account for the majority of sales?
4.2Which occasions do you feel you own strongly, and which feel like missed opportunities where demand exists but you are not capturing it?
Dimension 02
Decision Triggers
The factors that make someone choose this brand over any alternative
4.3When someone is choosing between this brand and an alternative, what typically tips the decision in your favour? And what makes people choose someone else?
Think about what you win on and be honest about where you lose. Price, experience, convenience, emotional resonance, social proof, availability?
4.4Is the decision journey different online versus in a physical location? Where is the biggest friction in the path to purchase?
Dimension 03
Cultural Signals
The conversations, communities, and moments the brand is part of
4.5Where does this brand show up in culture? What conversations, communities, platforms, or moments feel most naturally yours?
Think beyond your owned channels. Where do people talk about you organically? What cultural moments, fandoms, or trends have energy around the brand?
4.6What cultural movements, aesthetics, or communities do you wish the brand was more connected to? Where do you feel culturally absent?
Dimension 04
Brand Codes
The distinctive assets that no competitor could claim
4.7If someone saw this brand without the logo or name, what would make them know it is you? Describe your most distinctive visual, verbal, or experiential assets.
Think broadly: colour, shape, tone of voice, a ritual or experience, a specific format, a signature behaviour. What is genuinely yours and yours alone?
4.8Where does the brand feel most consistent and confident? Where does it feel inconsistent, diluted, or different from what it is at its best?
Dimension 05
Product Proof
The evidence that the brand actually delivers on its promise
4.9What do your best customers say about you in their own words? What do critics or former customers say?
Pull from reviews, social comments, customer interviews, or what you hear most. Both sides matter.
4.10Where does the brand's actual delivery fall short of what the marketing promises? Where is there a gap between what you say and what customers experience?
Dimension 06
Attention Systems
How the brand gets noticed, remembered, and connected to purchase intent
4.11Which channels and formats generate your most valuable attention today? Which are declining or not working?
Rank them honestly. Include organic and paid. Where do you get the best return on attention investment?
4.12Is your brand's attention primarily driven by paid spend, organic content, earned media, or word of mouth? Does that mix feel healthy or over-reliant on one source?
Dimension 07
Availability Networks
The channels, platforms, and experiences through which purchase happens
4.13Where do purchases happen today? Walk us through the mix: own stores, third-party retail, e-commerce, partners, wholesale. What is growing, what is flat, what is declining?
4.14Where does demand clearly exist but people cannot easily buy? A channel you are absent from, a geography you cannot reach, a purchase journey that is broken?
Dimension 08
Signal Amplification
The systems, partnerships, and advocates that make the brand travel beyond paid media
4.15How does word about this brand spread beyond your own channels? Through partners, creators, community, word of mouth? How much of your growth is driven by organic spread versus paid reach?
4.16What is stopping amplification from being bigger? Is it accidental rather than engineered, and what would need to be true to change that?
Section 5 of 8

Your Competitive Landscape

Understanding who you compete with — and who you can learn from — helps us identify where your brand is genuinely differentiated, where gaps exist, and where the biggest strategic moves are still available.

5.1Who are your direct competitors — brands your customers would choose instead of you?
Name them specifically. For each, tell us: what do they do better than you, and where do you have the clear advantage over them?
5.2Which adjacent brands compete for the same customer attention, occasions, or budget — even if they are not in the same category?
These are brands that do not sell what you sell but pull the same customer in a different direction. Think about gifting alternatives, entertainment alternatives, or time and money that could go elsewhere.
5.3Are there brands in completely different categories that you admire — or feel are ahead of you — in how they build community, create repeat behaviour, or connect with culture?
These are experience analogues. They are not your competitors but there is something specific about how they operate that you would want to learn from or replicate. Name them and say what specifically they do that you admire.
Section 6 of 8

Your Partnerships

Brand partnerships, licensing agreements, and commercial collaborations can be powerful demand amplifiers — or they can be under-leveraged assets sitting in a contract. Help us understand what you are working with.

6.1List your current brand partnerships, licensing agreements, or commercial collaborations.
For each one, tell us: what is the primary role it plays for you? Does it drive awareness, add cultural credibility, create demand spikes, reach new audiences, generate revenue, or something else? Be honest about which feel strong and which feel underperforming.
6.2Which of your current partnerships feel most under-activated — where the relationship exists but the value is not being fully captured?
Are there partnerships where the commercial or cultural upside is clear but the activation model is not working? Also — are there partnership types or specific brands you wish you had but do not currently?
Section 7 of 8

Your Supporting Documents

Your answers give us perspective. Your documents give us evidence. The combination is what makes the analysis precise.

What to share
Anything that gives us context: agency briefs, earnings reports, brand audits, social media performance reports, customer research, competitor analysis, internal strategy decks, CRM data, investor presentations. Share what you have and let us find what is useful. More is better than less.
Log each document below using your own file names. Your Masked Weaver contact will share a folder link for the actual files.
Document or File Name What Type of Document Approx. Date Any Context to Add
5.1Is there anything important about your business that is not captured in any of the documents above?
Strategic context, internal debates, things you know to be true but do not have data for yet.
Section 8 of 8

Final Questions

Three open questions. These often produce the most valuable inputs of all. Take your time.

What you want us to find
6.1What do you most want this analysis to confirm, challenge, or uncover?
Be direct. "Tell me whether our instinct to invest in X is right." "Tell me why Y is not working." "Tell me if Z is really the opportunity we think it is."
What is misunderstood
6.2Is there anything about this brand that you think is consistently misunderstood?
The thing that makes you say "people always assume X but actually it is Y." The hidden strength. The unfair perception. The internal disagreement that has not been resolved.
Anything else
6.3Is there anything else we should know before we begin?
What happens next
When you submit, your Brand Discovery Brief is saved. Share that file and your documents with your Masked Weaver contact via the folder link they provide. We run the full Growth Weave analysis and produce your report. Turnaround is typically 48 to 72 hours from receipt of all materials.
✓

Brief Complete

Your Brand Discovery Brief has been saved. Share it with your documents to begin the Growth Weave analysis.

1
Your brief file has downloadedLook for it in your downloads folder. It is named after your brand and today's date.
2
Share your documentsUpload both the brief and all supporting documents to the folder your Masked Weaver contact will share with you. Any file name is fine.
3
Send the folder linkLet your contact know when everything is uploaded. If some documents cannot be shared digitally, note what they contain.
4
Masked Weaver runs the analysisWe produce your full Growth Weave report: strand findings, strategic tensions, growth opportunities, and recommended actions. Typically 48 to 72 hours.