When you create a workspace, NewWave analyzes your website and builds a structured profile of your brand: who you are, what you sell, and who you sell to. That profile lives under Brand Intelligence, organized into three tabs you can read and edit at any time. It’s a starting point, not a verdict. Everything the analysis seeds is yours to correct, expand, or rewrite — and the more accurate it is, the better NewWave can help you write briefs and find the right creators.
The profile is seeded automatically from your website during onboarding, so the Audience tab may show “AI is analyzing your target audience…” for a few minutes on a brand-new workspace. You don’t have to wait — you can add or edit anything yourself in the meantime.

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The three tabs

Overview (Identity)

Who your brand is: industry, content categories, a brand description, and product images.

Features

What you sell: each product or service feature, with its benefits and keywords.

Audience

Who you sell to: one or more target audience segments, with demographics and interests.

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Overview — your brand identity

The Overview tab is the top-level picture of your brand:
  • Industry — the category your brand operates in.
  • Content categories — the themes your content tends to live in, shown as tags.
  • Brand description — a short paragraph describing your brand. Click Edit to rewrite it inline and Save.
  • Product images — a gallery pulled from your site; click any image to view it full-size.
The brand description is the field most worth getting right by hand. It’s the plain-language summary NewWave leans on when drafting briefs, so a precise description pays off everywhere downstream.

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Features — your products and services

The Features tab is a list of the things you make. Each feature captures:
FieldWhat it holds
NameWhat the feature is called
CategoryHow it’s grouped — e.g. Core, Premium, Add-on
DescriptionA short explanation of the feature
BenefitsWhat it does for the customer, as tags
KeywordsWords creators and audiences associate with it, as tags
Use Add Feature to create one, the pencil to edit, and the trash icon to delete. Benefits and keywords are added as individual tags, so you can build up a precise vocabulary for each feature. If the analysis didn’t find your features, the tab simply prompts you to add them.

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Audience — who you’re trying to reach

The Audience tab holds one or more segments — distinct groups you want creators to speak to. Each segment can describe:
  • Demographics — age range, gender, income level, and education.
  • Lifestyle — a sentence or two on how this group lives.
  • Platforms — where this segment spends its time.
  • Interests and behaviors — what they care about and how they act, as tags.
Add as many segments as you serve (for example, a value-focused group and a premium group), edit them with the pencil, or remove them with the trash icon. As with the other tabs, you can fill these in yourself or let the website analysis seed them.

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Why accurate brand info matters

Brand Intelligence isn’t a profile you fill out and forget — it’s the source material NewWave draws on when it works on your behalf.

Sharper campaign briefs

When you build a campaign with NewWave’s AI assistant, it reads your identity, features, and audience to draft a brief that already sounds like your brand — so you’re editing a strong first draft instead of starting from a blank page. See Creating a campaign.

Better creator matches

Your content categories and audience help NewWave surface creators whose work and following line up with what you’re selling — and feed the “For You” fit ordering creators see in the marketplace.
The connection is direct: vague or wrong details lead to off-target briefs and weaker matches, while a clean, accurate profile makes both noticeably better. It’s worth a few minutes to read what the analysis seeded and fix anything that’s off.
The analysis is a best guess from your public website — treat it as a draft. Skim each tab after onboarding and correct anything that doesn’t reflect your brand before you start your first campaign.

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FAQ

NewWave analyzes your website when you set up your workspace and uses what it finds to seed your identity, features, and audience. Everything it produces is editable.
No. On a new workspace the analysis runs in the background and can take a few minutes. You’ll see an “AI is analyzing your target audience…” banner until it finishes, and you can add segments yourself at any time without waiting.
Yes — all of it. Edit the brand description inline on Overview, and add, edit, or delete features and audience segments on their tabs. Your edits are what NewWave uses going forward.
No. Empty fields are simply skipped. But the more complete and accurate your profile, the better your AI-drafted briefs and creator matches will be.

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Next steps

Creating a campaign

Turn your brand profile into a brief, platforms, and a payout structure.

Finding & accepting creators

Review applicants and approve the creators who fit your brand.