Finding a model that would be promoting your brand in a number of ways could be your step forward in making your brand stand out of the crowd.
But it could be your worst decision in case if you are not sure which of the model would be the best fit. In fact, you may ruin your brand before it is even created and may lose the reputation by marketing it wrong and giving the contract to a model who is never capable of giving their best modeling capabilities for proper marketing.
It is important to know the purpose of marketing. If the hiring process I well-thought and is based on a clear cut format depending on where, why, how and when the things will be marketed and in which ways that are important for the brand.
Additionally, the availability of the top models and affordability of the campaign must be considered for a new brand but this should not compromise the quality of the selected models.
In addition to that you must be able to compare the most needed features or characteristics among the models. Like confidence, attractive figure, suitability according to age and the capability to express the emotions and expression needed to promote the products as per the needs.