You can use both Business Profile and brand profile on Google to manage how your business appears online. Each profile helps you connect with customers in different ways.
This article can help you understand the key differences between a Business Profile and brand profile, and what each profile can do for your business.
Google Business Profile vs brand profile
A Business Profile is for businesses that interact with customers face-to-face during operating hours, while a brand profile is for businesses that sell products online. If your business has a physical store and an e-commerce store, it’s eligible for both types of profiles. Here’s a side by side comparison of a Business Profile and a brand profile.
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Google Business Profile |
Brand profile |
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Purpose |
Attracts local customers and displays on Maps and Search. |
Showcases what your brand is all about to a global audience. |
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Who can claim |
Representatives of an eligible business. |
Super admins who received the early access email or other verified affiliated users. Learn how to manage access to brand profile. |
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Eligibility |
Businesses that make in-person contact with customers. They should either have a fixed physical location which customers can visit or meet them in a local area. Learn more about business eligibility and ownership guidelines. |
Only select e-commerce retailers can claim and manage brand profiles. |
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Where does it display for customers |
Google Search and Maps when a customer searches for the brand or category in a local area. |
Google Search when a customer searches only for the brand name. |
Business Profile: Your local storefront on Google Maps & Search
On Maps and Search, your Business Profile serves as your local storefront and acts like an online listing for your local business. If your business has a physical location or serves local areas, like supermarkets and department stores, then a Business Profile is for you.
When customers search for pizza near me, they’ll find Business Profiles related to the search. These profiles include the location, contact info, business website, store hours, photos, and reviews.
Business owners can claim and manage their profile to:
- Update business info like hours, contact info, and location.
- Upload photos and videos.
- Reply to customer reviews.
- Post offers, promotions, and announcements.
Learn more about Google Business Profile.
Brand profile: Your global brand showcase on Google Search
Your brand profile serves as a digital hub to highlight your brand voice. It’s an overview of the brand's identity so customers know what your business is all about.
When a customer searches for a brand, they’ll find brand photos, social media profiles, products, promotions, and more. To influence the info that displays to customers, claim and manage your brand profile. Learn how to claim a brand profile.
Switch between your Business Profile & brand profile
Important: The "Profiles" icon is only visible if you manage a Business Profile and are also a brand profile super admin.
If you manage multiple brands and Business Profiles, you can easily navigate between them on Google Search.
From your Google Business Profile
- Go to your Business Profile.
- Select Profiles
.
- From the pop-up window, select the profile you want to manage.
- For Business Profiles, the address shows under the business name.
- For brand profiles, the "Brand profile" label shows under the business name.
From your brand profile
- Go to Google Search.
- Search for your exact business name.
- In the search result, your brand profile shows up.
- Select Profiles
- From the pop-up window, select the profile you want to manage.
- For brand profiles, the "Brand profile" label shows under the business name.
- For Business Profiles, the address shows under the business name.