What does a brand expect from me as an ambassador?

Four things, and all four are in the briefing: that you actually use the product, that you post within the posting window, that you tag the brand and say it's a partnership, and that you're honest. The last one isn't politeness; it's the reason a brand prefers an amateur from a club over a face on a poster.

What a brand expects on top from a classic ambassador: fixed hashtags, a script, presence at events, sometimes a minimum number of stories per week. Not with Sunday Squad Ambassadors. The brand gets what it gets because you train, not because you perform. Usually it comes down to a story and a reel per round; whoever does more does so because it works, not because they have to.

About that disclosure: in Belgium, content in exchange for product or money has to be recognisable as advertising. That's a JEP rule, not a Sunday Squad rule, and it applies to everyone. "In partnership with" or #ad in the caption is enough, and it doesn't make you less credible: whoever hides it loses their audience the moment it comes out. Does barter content have to be labelled as advertising?, and when a collab is properly completed.