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. Your profile lives under Brand Intelligence. Use the section navigation to move between Brand profile, Product pillars, Audience, and Competitors. It’s a starting point, not a verdict. Review what the analysis seeds, refine the editable details, and keep them accurate so NewWave can help you write sharper briefs and find the right creators.
The profile is seeded automatically from your website during onboarding, so the Audience section may show “AI is mapping your target audience.” for a few minutes on a brand-new workspace. You don’t have to wait: you can add or edit audience segments yourself in the meantime.

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Brand intelligence sections

Brand profile

Your positioning, industry, website, content territories, and product references.

Product pillars

Your product capabilities, customer benefits, and repeatable creative keywords.

Audience

Your target segments, including demographics, lifestyle, interests, and behaviors.

Competitors

Tracked brands, captured creative, and the latest market scans in one comparison view.

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Brand profile: your foundation

The Brand profile section is the top-level picture of your brand:
  • Industry: the category your brand operates in.
  • Website: a direct link to the site used as brand context.
  • Positioning statement: a short description of what your brand makes, who it serves, and why it matters. Choose Edit positioning to rewrite it inline and Save.
  • Content territories: themes your creative can explore without drifting off-brand, shown as tags.
  • Product references: a gallery pulled from your site; choose any image to view it full-size.
The Profile coverage panel shows whether Industry, Positioning, Content territories, and Product references have been filled.
The positioning statement is the field most worth getting right by hand. It’s the plain-language summary NewWave leans on when drafting briefs, so precise positioning pays off everywhere downstream.

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Product pillars: your products and services

The Product pillars section is a list of the things you make. Each pillar captures: Use Add pillar 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 pillar. If the analysis didn’t find your product pillars, the section prompts you to add them.

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Audience, who you’re trying to reach

The Audience section 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 brand profile, product pillars, 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 brand profile, product pillars, and audience. Review the result and refine the editable details.
No. On a new workspace the analysis runs in the background and can take a few minutes. You’ll see an “AI is mapping your target audience.” banner until it finishes, and you can add segments yourself at any time without waiting.
You can edit the positioning statement in Brand profile, and add, edit, or delete product pillars and audience segments in their sections. 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.