What is an imprint? This is one of those publishing terms that gets mentioned but is rarely explained. Most beginning writers assume it only applies to traditional publishers and quietly wonder what it actually means.
If you’re planning to take the self-publishing route, however, it’s worth knowing what an imprint is and how they work.
In this article, I’ll explain what an imprint is, why writers create them, and walk through the steps it takes to set up your own imprint. Lastly, I will give you a Story Weapon to see if your imprint name aligns with your goals.
What is an imprint? In publishing, it’s the brand or trade name under which a book is released, appearing on the spine and copyright page as the publisher of record. Self-published writers can create their own imprint to add professionalism, build a recognizable catalog across multiple titles, and control the publisher name that appears when they purchase their own ISBNs — rather than defaulting to a platform’s name. Setting one up can be as simple as choosing a name, or as formal as registering a business entity.
What is an imprint in publishing?
An imprint is the publisher’s brand or trade name under which a book is published. This is usually shown by a name or logo on a book’s spine, as well as the publisher of record on the copyright page. It also shows up in databases and online search engines when someone is looking for a particular book.
In traditional publishing, there are large companies such as Penguin Random House or HarperCollins that publish books through multiple imprints they own. In this case, each imprint has its own style, possibly a distinct group of authors, a separate genre or topic focus, sometimes even a niche aesthetic. People who regularly read from a specific imprint know what to look for in the books they publish.
For self-publishing writers, imprints look a little different. You are the publisher, and the imprint is the name you give to your publishing company. Instead of simply putting “Published by Amazon” or “Published by IngramSpark” on the copyright page, setting up your own imprint adds a new level of professionalism: “Published by (your imprint name).”
This is a detail that matters more than you might think. It’s worth putting some thought into an imprint name and what it entails so that you can make an informed decision for your books down the line. If you later decide that you want to rebrand as something else, it can be a hassle to republish your books under a new imprint — especially if you already have a growing readership.
The case for creating your own imprint
If you choose to make up your own imprint name, that then becomes the “publisher of record.”
You can use your imprint name when you buy your own ISBNs for your books. Then that imprint will show up in databases used by booksellers and librarians when they distribute your books.
It indicates that you’re not just a random person uploading files to a platform, but a professional with a stake in the publishing business.
If you want to build a catalog of books over time, using the same imprint name gives a central hub for all your work. Readers, booksellers, and press contacts can search for your imprint and find your complete catalog to see more of your work. This is especially useful for writers who plan to write one or more series.
Some writers also appreciate setting a separation between the writing and business functions of publishing a book. I’ll get into how far you want to take the business side of things for your imprint below.
In some cases, the prestige of having an imprint can be a factor also. It’s not something that every situation calls for, and many self-published authors don’t use a personal imprint at all. But for writers submitting to prize competitions, applying for library programs, or pitching to certain retailers, having a named imprint can help the book look more like a professional release.
Steps to set up an imprint
Setting up an imprint is simpler than you might think.
Choose a name
The first step is choosing a name. Think about the stories you want to tell, what you’re passionate about, and your vision of where you want to take your writing career.
Try not to limit yourself by genre, or hang your imprint identity too heavily on a single book idea. Something a little more open tends to age better.
Choosing an imprint name is a small creative decision that can have a longer life than you might expect.
Some writers simply use their own name with “Press” or “Books” attached. Others recommend not using your own name for the imprint, however, to appear more professional. Neither approach is “right” or “wrong.” It just depends on the tone you want your publishing identity to carry.
Once you have a name in mind, do some research to make sure no one else is already using that name for their own imprint. You’ll also want to be sure it doesn’t resemble an established traditional publishing imprint too closely. Make your imprint name uniquely yours.
Decide how far you want to go
Technically, you don’t have to register an imprint name as a business. Many writers simply choose a name, use it on their copyright page, and register it as their publisher name when they buy their ISBNs. That is enough to create an imprint in the functional sense.
Some writers go a step further and register their imprint as a business entity. You can set it up as a sole proprietorship, an LLC, etc. This can help keep the business side of publishing cleaner. And it also allows you to open a dedicated business bank account, which some writers find helpful for separating personal and publishing finances.
If you just want to write and publish a book for fun, then it isn’t necessary to set up a small business for your imprint. If you plan on publishing multiple books, however, and pursuing authorship as a career, I would recommend registering your self-publishing imprint to more firmly establish your legal footing and start your branding.
Should you choose to take that step, you’ll need to file a Fictitious Business Name (FBN) or a Doing Business As (DBA) certificate in your country, region, or state, set up your business for taxes, and get a business license. It takes some extra steps and small registration fees, but it’s worth the effort.
Register your imprint through Bowker
If you are in the United States and purchasing ISBNs through Bowker, you will be asked to enter a publisher name during registration. Whatever name you enter there becomes your imprint as far as the ISBN database is concerned.
That name will show up when booksellers or librarians look up your books.
Be aware that if you are using a free ISBN from a platform like IngramSpark or KDP, the platform name will appear as the publisher of record rather than your own imprint. This is one of the main reasons some writers choose to purchase their own ISBNs.
Your story weapon: The shelf test
Before you commit to anything, picture a shelf in a bookstore. You could even go to your local bookstore to get a direct visual on what other publishers have done. Now picture your book sitting on that shelf with your imprint name on the spine.
Does it feel like it belongs? Would you feel okay saying your imprint name to someone at a reading, writing it in a bio, or reading it in a review? Is it difficult to say? Does it say something about you?
If you sense a certain tingle of unease, take some time to sit with the name first before committing to it.
An imprint, at its heart, is the persona you assume when you stop referring to yourself as a writer and begin to see yourself as a book creator. It’s a relatively small shift. And for many writers, choosing an imprint name is the moment that shift quietly begins.
“What is an imprint?” is a question with a simple answer. You get to decide what it means for you.
Understanding the publishing process helps you make informed decisions long before your book reaches readers. Whether you’re refining a manuscript, preparing for publication, or building a lasting writing career, a strong foundation in storytelling remains your greatest asset. Learn more about storytelling craft in The 90-Day Novel, The 90-Day Memoir, or The 90-Day Rewrite.
