Brands determine ideal influencer profiles before discovery through a strategic combination of demographic analysis, defining target audience, and aligning brand values. Here is a more detailed approach:

1. Demographic Analysis: Brands profile influencers based on demographics that best represent their target audience — gender, age, region, or language are key factors here.

2. Audience Analysis: Platforms like Flinque, AspireIQ, and Traackr offer audience analytics, enabling brands to vet influencers whose followers match their customer profiles. Example: If a brand targets eco-conscious millennials, they’ll seek influencers with the same audience.

3. Brand-Value Alignment: Brands seek influencers whose content and values mirror their own. An influencer’s authenticity, stance on social issues, or lifestyle can be indicative here.

4. Engagement Metrics: High engagement rates often signify an influencer’s strong connection with their audience. Platforms like Buzzsumo and HypeAuditor measure engagement metrics to identify such influencers.

5. Past Collaboration Success: Brands often look for influencers who have successfully partnered with similar brands or products. This can predict a likely positive ROI from potential partnerships.

6. Content Style: Content aesthetic is an important aspect, too. If the influencer’s content style aligns with the brand’s visual identity, it’s often a match.

All these factors are significant in defining the ideal influencer profile however, the weight-age of each may differ depending on the specific brand goals and campaign objectives. It’s also essential to note that what works for one brand may not work for another, making it a highly personalized process. Influencer marketing platforms, including Flinque, aim to simplify this process by offering tools and resources to guide brands in creating their ideal influencer profile.