Google has just launched a new beta feature called Brand Management in the Google Merchant Center. Unlike the familiar “brand” section where merchants upload square and rectangle logos, this new feature introduces a more structured and centralized way to manage your brand profile—similar to how Google Business Profiles work.
What Is the Brand Management Feature?
The new brand profile in the merchant center is part of Google’s evolving efforts to help merchants present a more cohesive and discoverable brand identity across Google’s surface. Once invited, select merchants will receive an email titled “You’re in – Start strong with your new brand profile”. Upon accepting the invitation, merchants are taken to a brand overview page to view and manage their branding assets.
This beta feature is invite-only and appears to be limited to merchants based in the United States, with expectations for broader rollout.
Key Features of the Brand Profile
1. Centralized Brand Management
You can access the brand profile under the marketing option > brand in your Merchant Center Center account.
2. Enhanced Media Integration
Merchants can upload and manage:
- Images (such as promotional banners or lifestyle shots)
- Videos from YouTube, and newly added: Facebook and TikTok
This is a notable expansion — previously, only YouTube was supported.
3. Description Management
You can create a branded business description using:
- Content pulled from your website
- AI-generated text (with editing options)
- Manually
Google allows merchants to auto-generate a description using AI. However, because this section reflects your core branding, it is strongly recommended that you review and edit the AI content for accuracy and tone.
4. Live Brand View on Google
Once you’ve configured your brand profile, you can preview how your brand will appear in Google search results, giving you more visibility and control over your online presence.
What This Is Not
It’s important not to confuse this feature with the standard Business Info > Brand Logos section in Google Merchant Center. While logos are part of branding, this new feature serves a broader purpose — creating a unified public-facing brand profile.
Who Gets Access?
As of now:
- Access is invite-only
- Primarily limited to U.S. accounts
- Selected merchants will receive an email invitation from Google
If you haven’t received the invite yet, you cannot request access—you’ll need to wait until Google expands the program.
Managing Your Brand Profile
https://support.google.com/merchants/answer/15575415?hl=en
Managing Images
Your image library includes images sourced by Google from:
- Image search.
- Your business’s official social media channels.
- Your business’s website.
You can also upload new images directly. If you prefer not to display them, some images can be hidden.
Managing Videos
Your video library includes videos found by Google from your social channels. You can manage which videos display on your brand profile. Note that YouTube videos can be played within Merchant Center, but other video types should play on their respective platforms.
Managing Descriptions
There are three options to influence how Google generates your business description:
- Use your website’s meta tag information.
- Allow Google to generate a description using AI based on multiple data sources, including your website.
You can preview a sample description output and edit it as needed.