One of the questions I get asked a lot is, “Should I create my own book imprint?” The short answer is yes, especially if you’re in this for the long game.
Creating a book imprint for self-publishing isn’t just about making your work look more professional. It also helps you establish a publishing identity that sets you apart from the flood of anonymous titles on the marketplace.
There are a lot of books out there. Every day, thousands of new titles hit Amazon, and many of them show up with no publisher listed, or worse, the dreaded “Independently published.”
That might not matter to the casual reader, but it makes a huge difference when you’re trying to build a real author brand, get into bookstores, pitch to reviewers, or even launch your own small press later on.
A book imprint gives you that edge. It tells people you’re not just publishing a book. You’re running a publishing business. Don’t worry, it’s not as complicated (or expensive) as it sounds.
In this guide, I’ll teach you everything you need to know, from what a book imprint is, to how to legally register it, to why it matters when listing your book on Amazon KDP and beyond.
Whether you’re publishing a passion project or planning to build a full-blown publishing empire, this guide will walk you through every step.
What Is a Book Imprint?
A book imprint is like a “brand name” under which you publish your books. It’s not the same as the name of your company, although it can be.
If you’re the CEO, your imprint is your brand’s public face, the name readers, retailers, and reviewers see printed on your book’s spine, title page, and ISBN record.
Big publishers use imprints all the time, and for good reason. Penguin Random House, for example, owns more than 275 imprints, including well-known names like Knopf, Viking, and Crown.
Each of these imprints has its own identity and niche. Some focus on literary fiction, others on young adult fantasy, cookbooks, or political memoirs. This helps publishers reach different audiences while maintaining a sense of specialization and trust.
That mindset—that shift from hobbyist to professional—is what separates one-time authors from long-term career builders.
For self-published authors, having an imprint isn’t just about appearances. It’s about control. Without it, your book might be labeled as “Independently Published” or listed under Amazon’s name, which can sometimes raise red flags for gatekeepers like bookstores, libraries, and professional reviewers.
But when you create your own imprint, your brand name appears as the publisher instead. That one change alone can instantly elevate how professional your book looks.
In a crowded market, perception matters. A good imprint name gives your book polish, authority, and the kind of branding that tells readers you’re not just dabbling. You’re publishing like a pro.
Why Create a Book Imprint as a Self-Published Author?
Most readers don’t think twice when they see a well-branded publisher name like “HarperCollins” or “Penguin Books.” But when they flip to the copyright page and see “CreateSpace” or “KDP” listed as the publisher, something shifts.
Even if your writing is top-notch and your cover design is on point, that tiny detail can still scream “self-published” and not in a good way.
Now, there’s nothing wrong with being self-published. But if you want to be taken seriously by bookstores, libraries, reviewers, or even certain readers, you have to look like you know what you’re doing.
That’s where creating a book imprint for self-publishing comes in. It’s your chance to step into the role of a publisher and present your book with the same polish and professionalism as any traditional press.
When you create an imprint, you’re slapping a name on your book. You’re building a foundation for long-term success. It allows you to build a professional author brand that readers and retailers can recognize and trust.
It also helps establish credibility, especially in competitive genres like nonfiction, self-help, and business, where your name and publishing label can heavily influence a reader’s buying decision.
On top of that, having your own imprint keeps your options open in case you want to publish books for other authors, launch a niche press, or manage a multi-author series under one umbrella.
And if you write in multiple genres, an imprint gives you the flexibility to separate those categories under unique branding, like one imprint for romance and another for sci-fi, so your audience always knows what to expect.
According to Bowker’s 2023 Self-Publishing Report, over 1.7 million books were self-published in the US alone. Many of those books came from authors using personalized imprints or small press names.
That tells you that authors who are in this for the long haul aren’t winging it. They’re building their own publishing ecosystems. They’re thinking like business owners.
When I created my own imprint, everything felt different. Suddenly, I wasn’t just an author uploading a file. I was a publisher releasing a title.
That shift in mindset changed how I approached marketing, cover design, audience building. A book imprint isn’t just a vanity label. It’s a signal to readers, to retailers, and to yourself that you’re doing this like a pro.
Now, onto the step-by-step guide for creating your own imprint.
Step 1: Choose a Name for Your Book Imprint
Choosing a name for your book imprint is like naming your company. It needs to sound credible, genre-appropriate, and memorable. This is the name that’ll show up on your book’s copyright page, your ISBN, and potentially your author website. So don’t rush it.
Think about your audience. What kind of vibe do you want your imprint to give off?
If you write cozy mysteries, “Shadow Fang Publishing” may not be the vibe. It sounds more like it belongs on the spine of a vampire thriller. But if you’re diving into fantasy novels, something like “Silver Quill Press” might actually boost the appeal of your brand without saying a word.
You want a name that aligns with the tone of your books and feels like a home for your stories, not a gimmick you’ll regret three books down the line.
Let me share a few tricks I learned over the years of research and self-publishing. First, Google the name to make sure it’s not already in use or trademarked. This helps you avoid duplication and protect your brand from future legal headaches.
Next, check domain availability if you plan to build a website (and you should, even if it’s just a simple page). Also, steer clear of names that are too similar to well-known publishers like “Penguin Ink” or “Harper Quill,” as KDP may reject those due to brand confusion.
Because you’re not just writing books. You’re building something bigger. You’re building a legacy.
Finally, think long-term. Don’t tie your imprint name too tightly to one book title, genre trend, or seasonal theme. You might pivot later or expand into different types of books.
When I created my first imprint, I almost went with a quirky, pun-filled name that made me laugh, but it sounded like something from a comic strip, not a credible publisher.
I ended up choosing something cleaner and genre-neutral, and I’m glad I did. That name has followed me across multiple books, genres, and platforms without needing a redo.
Step 2: Make It Legal (Register Your Imprint Name)
Now, let’s talk paperwork because publishing under a book imprint means more than just slapping a name on your copyright page. If you want to look professional, you need to act professional. That starts with making it official.
In the US, the easiest and most common route is filing a “Doing Business As” (DBA) or fictitious business name through your local county or state government.
The cost varies depending on where you live, but it usually ranges from $25 to $100. Some states require you to announce this name in a local newspaper (yes, like the old-school classifieds) for a few weeks, which might add another $40–$60 to the bill.
Want to take it a step further? Consider forming a Limited Liability Company (LLC) instead. It’s more paperwork and cost upfront, but it offers legal protection, separates your personal and business finances, and gives you more credibility if you ever expand into publishing other authors.
If you’re based outside the US, the process is slightly different. For instance, in the UK, you can use a trading name without formal registration, but if you want to be protected legally, it’s best to register with Companies House.
Meanwhile, in Canada or Australia, most provinces and states require registration if you’re using a name other than your own.
Pro tip: Keep all your registration documents organized. You’ll need them when purchasing ISBNs, setting up payment systems, or proving ownership to publishing platforms.
Step 3: Purchase ISBNs Under Your Imprint Name
Think of your ISBN like a passport for your book. It’s how booksellers, libraries, and online retailers identify your title, format, and, most importantly, your publisher.
One thing to remember is that if you use a free ISBN from Amazon KDP, Amazon will be listed as the publisher, not your book imprint.
To truly publish under your own imprint, you need to buy your own ISBNs. In the US, that means going to Bowker’s MyIdentifiers.com.
A single ISBN will cost you $125, but if you’re serious about publishing more than one book (or just multiple formats like paperback and eBook), buy a 10-pack for $295. That’s the smarter investment.
In the UK, you’ll purchase ISBNs through Nielsen ISBN Agency, and other countries have their own official agencies.
When you register your ISBNs, list your book imprint name as the publisher. This ensures consistency across platforms and catalogs, and it reinforces your brand every time someone searches for your book.
Bottom line: owning your ISBNs puts you in control. You decide how your books are listed, how they’re branded, and how they grow over time.
Step 4: Add Your Imprint to Your Book’s Copyright and Title Pages
With your imprint set up and tied to your ISBN, it’s time to weave it into your book’s DNA.
You’ll want your imprint to appear in several key places:
- On the copyright page, list your imprint in the publisher section. This is standard industry practice.
- On the title page, you can place your imprint at the bottom or aligned with the book title (depending on your design style).
- In the colophon, if you’ve designed a logo for your imprint, this is a great spot to place it along with a tagline or short description about your publishing mission.
Doing this makes your imprint visible to readers, librarians, and reviewers, and helps establish your book as a professionally published work, not just a side project tossed onto Kindle.
It’s one of those small details that make a big difference.
Step 5: Brand Your Imprint Like a Real Publisher
Creating a book imprint is also about branding. And branding is how readers remember you.
Start with a clean, genre-appropriate logo. It doesn’t need to be fancy, just professional. Tools like Canva, Looka, or Fiverr can help if you’re not a designer.
Next, create a simple one-page website. Even a basic site with your imprint name, a logo, your author photo, and a list of your books can go a long way in boosting credibility.
Authors who are in this for the long haul aren’t winging it. They’re building their own publishing ecosystems. They’re thinking like business owners.
Some authors also create a mission statement for their imprint. For example, if your imprint is “Blossom Hill Books” and you write uplifting fiction for women, say so. It helps your readers connect with your brand on an emotional level.
Remember, branding is about being intentional. You want your imprint to look like it belongs on a bookshelf next to traditional publishers.
Step 6: List Your Imprint on Amazon KDP and Other Platforms
Finally, upload your book to Amazon KDP. When you reach the Publisher Name field, this is where you enter your book imprint. Make sure it matches exactly what you registered with Bowker or your ISBN provider.
KDP might flag your imprint name if it resembles a traditional publisher too closely or hasn’t been verified. Don’t panic. If they ask for verification, just submit your DBA or registration paperwork.
You can also list your imprint on IngramSpark, Draft2Digital, and other publishing platforms. These services distribute to libraries and bookstores, so having a consistent, professional imprint can give you an edge when pitching your book for wider distribution.
The key is consistency. Use the same imprint name across all platforms, ISBNs, and metadata. It makes your publishing operation look cohesive and credible.
Is Creating a Book Imprint Worth It?
You might still be wondering if creating a book imprint is really necessary, especially if you’re just starting out. Let’s clear a few things up.
Yes, you can use one imprint for multiple genres, but the key is choosing a name that’s flexible and doesn’t box you in.
A name like “Shadow Quill Press” might work great for fantasy and thriller books but might feel off if you ever decide to write romance or children’s fiction. So it’s smart to pick something broad enough to evolve with you.
Do you absolutely need a book imprint if you’re only publishing one book? Not necessarily. But if there’s even a small part of you that’s thinking, “Maybe I’ll write another,” then having an imprint from the start saves you the hassle of changing things later. It sets the tone for a professional publishing journey right from the beginning.
And yes, you can use your imprint to publish books by other authors once it’s legally registered. That opens up future opportunities if you ever want to expand into small press publishing or collaborative projects.
Now, will readers actually care about the imprint name? Maybe not the casual ones. But industry professionals, librarians, bookstore buyers, and serious readers definitely notice.
A real-sounding imprint adds credibility and shows that you’re taking your work seriously, which can make all the difference when you’re trying to get reviews, media attention, or shelf space.
The truth is you don’t need a book imprint to self-publish. But if you’re serious about building a long-term career, you absolutely should create one. It’s not just about looking professional. It’s about being professional.
When I created my first imprint, I wasn’t even sure it would matter. But the moment I saw that name printed on the spine of my book and listed in the ISBN metadata instead of “Amazon,” something shifted. I didn’t just feel like a writer. I felt like a publisher.
And that mindset—that shift from hobbyist to professional—is what separates one-time authors from long-term career builders.
So yes, go get the DBA. Buy the ISBNs. Pick a name you can grow into. Because you’re not just writing books. You’re building something bigger.
You’re building a legacy.
