Turn Google’s new branded search panel into an on-page conversion asset. Free DIY worksheet and advanced reporting options inside.
Why This Tiny Block of Copy Matters
When someone searches your brand name, they’re seconds from purchase. Google’s Brand Profile now appears above your organic result, displaying:
- Lifestyle images
- Short-form videos
- Promotions, delivery & returns windows
- A two-sentence “About” blurb you control
Nail that blurb and you:
- Confirm the visitor has found the right brand
- Reinforce your core USP
- Remove friction by flagging shipping, returns or store location up-front
The 3-Hit Formula (≤180 characters)
[Credibility Hook]. [Top products / range] [Speed or location]. [Social proof or guarantee].
Example for StewArt Media
Digital marketing experts since 2002. SEO, UX, Google Ads and AI strategy from Melbourne. 20+ yrs driving revenue, transparent monthly reporting.
Six-Step Quick-Start Checklist
| # | To-do | How | Pro Tip |
|---|---|---|---|
| 1 | Claim profile | Merchant Centre Next → Brand → “Manage brand profile” | Super-Admin access required. |
| 2 | Audit existing assets | Search “your brand”. Note off-brand images or missing details. | Google pulls from your site & socials automatically. |
| 3 | Upload 3–5 lifestyle images | ≥400×400 px, real-world use shots. | Rename files with descriptive keywords. |
| 4 | Tidy public videos | YouTube / IG / TikTok clips; vertical ≤60s. | Clear titles and thumbnails boost pickup. |
| 5 | Write 280-char story | Value prop + category keywords; no jargon. | Leave promos/pricing for the promo slot. |
| 6 | Review shipping, returns and promos | Merchant Centre → Delivery and Returns / Promotions | Updates reflect in minutes. |
Common Pitfalls to Dodge
- Stock photos that don’t match your product damage authenticity.
- Inconsistent branding between site and social may surface the wrong assets.
- Stale promos left in Merchant Centre show the wrong offer on Search.
Get the Complete DIY Checklist
Want the print-ready worksheet (detailed examples, image specs, rejection reasons, self-audit table)? Enter your email below and we’ll send it straight to your inbox.
Need Deeper Insights Before You Write?
If you’re unsure what sets your brand apart, our Customer Analysis Report reveals:
- Top-performing customer segments and buyer personas
- Competitor positioning gaps
- Messaging angles that resonate (backed by search and social data)
Turn that data into a laser-targeted Brand Profile.
Brand-Profile Bottom Line
- Your Brand-Profile “About” line is a micro-ad — keep it credible, specific and logistics-friendly.
- Use the 3-Hit Formula and Six-Step Checklist to publish in under an hour.
- Grab the full DIY worksheet or let our report surface the messaging gold for you.
Written by the StewArt Media team — helping Australian e-commerce brands convert more clicks into customers since 2002.