The Brand Analysis Tab: Inputs, URLs, Documents, and Web Discovery

The Brand Interview is the most structured way to give Markolé information about your brand, but it isn’t the only way. The Brand Analysis tab is where you provide every other input — URLs, uploaded documents, and now a fully agentic web discovery flow — and where you see the trait evidence Markolé extracts from all of it.

1. Where the Tab Lives

Inside any brand, look at the top-level brand navigation. The Brand Analysis tab sits alongside the Brand Interview tab. Switch to it any time during stages 1 to 4 of the Markolé method to add or review inputs.

Unlike the interview, you can keep returning to Brand Analysis throughout the process — adding new sources doesn’t require restarting earlier stages.

2. Discover from the Web

The top card on the tab is Discover from the web — an agentic crawl that searches and reads pages about your brand and up to three competitors, then extracts brand-identity content with full provenance.

This is the fastest way to populate your brand’s evidence pool from existing online content. For the full guide, see Discovering Your Brand from the Web.

Key points:

Requires a brand name and industry.
Optional up to three competitors.
Crawls up to 75 URLs at depth 3 using Google Search grounding and URL context.
Streams live progress with a 3-line preview, URL counter, and a real-time Sub-Category bubble chart.

3. Brand URLs

The Brand URLs card holds the canonical URLs that describe your brand — your homepage, your About page, your social profiles, anything that represents you publicly.

Click Edit to add or remove URLs.
Brand URLs are automatically picked up as depth-1 seeds when you run web discovery — you don’t need to analyze them separately.
Adding social links here helps Markolé build a fuller picture of how your brand presents across channels.

4. Document Analysis

You can upload existing documents — brand guidelines, decks, mission statements, press kits — and Markolé will extract brand-identity content from them.

Supported formats include PDFs and common document types.
Each document analysis run produces traits that land in your brand’s evidence log with document-sourced provenance, distinct from interview-sourced or web-sourced evidence.
This is useful when you already have a brand book or strategy memo you want to bring into Markolé.

5. The Sub-Category Bubble Chart

As evidence accumulates from any source — interview, documents, or web discovery — the Sub-Category bubble chart on the page updates in real time. Each bubble represents a category of brand identity (mission, values, tone, archetype, and so on), sized by how much evidence Markolé has collected for it.

The chart helps you spot:

Categories with strong evidence — ready to synthesize confidently.
Categories that are underrepresented — where you may want to run another interview pass, upload a new document, or extend a web discovery run.

6. How Inputs Combine

All of Brand Analysis feeds into the same trait evidence pool that powers DNA Studio synthesis.

Interview evidence is the most structured — answers are directly mapped to narrative categories.
Web discovery evidence is the broadest — many sources, many topics, with strong provenance.
Document evidence is the most authoritative — your own prior brand content.
Competitor evidence (from web discovery) merges into the same pool, with the competitor’s name preserved so you can audit later.

When you move to DNA Studio synthesis, Markolé draws on all of these sources to produce on-brand narratives.

7. Tips

Run web discovery early. It builds breadth quickly and surfaces topics you may not have thought to mention in the interview.
Upload existing documents before re-interviewing. Markolé can avoid asking you questions you’ve already answered in your own materials.
Add canonical URLs to Brand URLs. It improves web discovery seed quality and saves a step.
Watch the bubble chart. It’s the fastest way to see whether your brand has enough evidence to synthesize well.