Brand Suitability: How to Evaluate Creator–Brand Fit with Confidence

The Brand Suitability Report helps you quickly and confidently assess whether a creator is the right fit for your brand. It combines AI-powered research with a proprietary scoring system to deliver clear, actionable insights into creator alignment and potential risk.

Whether you need a fast recommendation or a deep dive into specific concerns, the report gives you multiple ways to evaluate suitability—without guesswork.

How the Report Works

The Brand Suitability Report follows a three-step process:

1. Research: AI scans publicly available sources about the creator — including news articles, blogs, interviews, industry reports, and forums.
2. Analysis: Findings are mapped to 12 risk categories, weighted by the system’s inferred brand sensitivity.
3. Scoring: Our proprietary scoring framework converts these into:
   • Intrinsic Risk Scores
   • Brand Sensitivity Scores
   • An overall Suitability Rating and recommendation

Each report is organized into four core sections, allowing you to move seamlessly from a high-level overview to a detailed breakdown.

Establishing Your Own Brand Suitability Guidelines

The Brand Suitability Guidelines feature gives you greater control and transparency over how creators are evaluated—based on your brand standards.

Instead of relying on a one-size-fits-all model, you can define campaign-specific guidelines that reflect your brand’s unique sensitivities, risk tolerance, and priorities. These guidelines are applied directly within the reporting workflow, ensuring evaluations align with what matters most to each client.

Where to Add Guidelines

1. Open the relevant campaign and navigate to the Setup tab
2. From here, select Marketing Plan
3. Brand Suitability Guidelines field allows you to enter specific instructions that reflect your expectations

When guidelines are present, the AI applies them during analysis, tailors the report summary to your defined standards and highlights findings in the context of your expectations

Best Practices for Writing Effective Brand Suitability Guidelines

To get the most accurate and useful results, follow these best practices:

• Be direct and explicit: State exactly what should be avoided. Skip background or rationale—focus on clear exclusions and expectations.
• Use concrete examples: Reference specific behaviors, content types, or themes to reduce ambiguity.
• Group related ideas: Combine similar concerns into a single guideline instead of listing many separate rules.
• Include time bounds if needed: Add a timeframe (e.g., “past 24 months”) when recency matters.
• Write in instruction form: Use clear directives such as “Avoid creators who…” rather than general principles.

How to Generate a Brand Suitability Report

1. Navigate to the creator’s profile 
2. Click on the creator’s profile image to open the Influencer Lightbox 
3. Select the Brand Suitability tab 
4. Click Generate Report

What’s Included in the Report

Executive Summary

A snapshot of the creator’s overall suitability, including:

Metric		Definition	How to interpret
Overall Risk Score		A brand-agnostic measure combining intrinsic risk levels across 12 categories to show the total amount of risk associated with a creator. Reflects the general likelihood that partnering with this creator could expose your brand to reputational, legal, or ethical concerns.	Overall risk score = how risky a creator is in general (before considering what your specific brand cares about).
Brand Sensitivity Index		A measure of how strict your brand is across all risk categories.  Helps contextualize how strictly your brand will evaluate potential creators.	High Index = your brand has more areas of concern and lower tolerance for risk. Low Index = your brand is more flexible or risk-tolerant.
Suitability Rating		A weighted score that combines the creator’s Intrinsic Risk Level with your Brand Sensitivity Score, showing how well they align overall.	Higher ratings = a better alignment and lower partnership risk Lower ratings = potential misalignment or higher partnership risk.

Summary Section

This section is tailored to your Brand Suitability Guidelines.

The AI cross-references its findings against your defined standards and clearly surfaces:

• Potential guideline violations 
• Areas of concern 
• Key alignment signals

This makes risks easy to understand at a glance.

Detailed Category Assessments

Breakdowns across 12 risk categories (e.g. profanity, political content, misinformation, competitor conflicts). Each category includes:

• Intrinsic Risk Level: The objective severity of the risk, regardless of brand.
• Brand Sensitivity Score: How much that risk might matter to your brand.
• Supporting Sources: Links to the articles or content used in the assessment.

Key Findings

Highlights:

• Major red flags or controversies
• Positive indicators, such as strong alignment or past brand partnerships
• Historical collaborations (when available)

Data Confidence

Every report includes a confidence level and any noted data gaps. This illustrates the comprehensiveness of the findings, along with any data gaps — so you know where to look more closely.

How to Use the Report

• Check the Executive Summary for quick decision-making
• Dig into the Detailed Category Assessments when you need to understand specific risks or alignment issues
• Combine the Suitability Rating alongside your team’s judgment to determine whether to move forward, monitor, or decline a partnership