Google is rolling out a new Brand Management facility in its Merchant Centre (GMC), offering retailers a powerful way to build and control their brand presence directly in Google Search and Shopping. This enhancement (currently in a limited beta) was first announced at Google Marketing Live in 2024.
What Is the New Brands Facility?
The new “Brand” tab, under the Marketing section in Merchant Centre provides brands with a dedicated space to define and display their identity. Rather than simply uploading logos, merchants can now build a richer profile much like a Google Business Profile – but tailored for their ecommerce brand.
Key features include:
- Brand Story & Description: Brands can write a narrative about who they are, their values, and what makes them unique. Google allows a mix of AI-generated text and manual editing to craft this description
- Images & Videos: Upload lifestyle or promotional images, plus videos – not just from YouTube, but also other platforms like Instagram or TikTok.
Why This Matters for Brands
1. Stronger Differentiation
With shopping searches increasingly crowded, this new brand hub gives retailers a way to stand out. Instead of being just another product listing, merchants can emphasise their unique ethos and tell a cohesive brand story.
2. Better Control Over Brand Representation
Rather than relying solely on Google to pull in images and data, merchants now have a structured, centralised place to manage how their brand looks and behaves in Google channels.
3. Deeper Engagement Earlier in the Purchase Journey
By displaying values, videos and offers in Search before a customer searches for a specific product, brands have an opportunity to influence purchase decisions much earlier.
Limitations & Current Availability
- Early Access Only: The new Brands facility is currently in beta, and only some merchants have been invited to participate.
- Editing Rights Restricted: Within participating accounts, only “super admins” can edit the brand profile at this stage.
- Geographic Restrictions: Initial access appears to be limited, with early testers primarily in the U.S., though Google has indicated plans to expand.
Why Google Is Doing This
This new facility fits into Google’s broader strategy to make Search more immersive and brand oriented.
What Brands Should Do Next
- Evaluate Early Access: If you’ve been invited, it’s worth claiming and setting up your brand profile – even in beta – to start shaping how shoppers see you.
- Prepare Creative Assets: Think about the images, videos, and descriptions that best tell your brand story. This is now a first-class space in Google, so invest accordingly.
- Align with Product Listings: Make sure that your brand profile messaging aligns with how you present your actual products – consistency will help improve trust and conversion.
Google’s new Brands facility in Merchant Centre represents a strategic shift that gives more control over your brand identity on Google, allowing you to connect with shoppers on a more meaningful level. As access expands, it could become a key tool for brands that want to build loyalty, tell their story, and compete on values and identity.
The Get started with Merchant Centre web page is a useful starting point to find out more about GMC.