A brand profile is the configured identity of an RCS Business Messaging agent: display name, logo, hero image, brand colour, description, contact details and policy links, shown to the customer as the verified sender.
What goes in it
The profile is what a customer sees when they tap the sender name in the thread. Google requires a display name, a logo, a hero banner, a short description, at least one contact method (phone number, website or email), and links to the brand's privacy policy and terms of service. A brand colour tints the suggested-reply chips and header. All of it is reviewed during verification against the business's real identity, which is what makes the checkmark mean something.
Why the details are worth getting right
The profile is the anti-spoofing surface. A fraud alert is trusted because the name, logo and checkmark are rendered from the approved profile rather than from the message body, so a scammer cannot reproduce them. A profile that uses an old logo or a shortened trading name weakens the recognition it exists to provide. Keep it byte-identical to the brand's other public listings.
Changing it later
Edits to a launched agent's name or logo go back through review, because they change what the verified badge vouches for. Plan the profile once, before launch; SimplyRCS files it with the agent submission and handles the resubmission if the brand later rebrands.