An imprint in publishing is a brand name or label used to release a book, typically under a larger publishing company or author-owned business.
Key Takeaways
-
An imprint is the official name under which a book is published.
-
Publishers use multiple imprints to target different genres and audiences.
-
Authors can legally create their own imprint when self-publishing.
-
Imprints affect your brand, book positioning, and credibility.
-
Creating an imprint involves legal registration and ISBN assignment.
What’s the Difference Between a Publisher and an Imprint?
A publisher is the company responsible for producing, financing, and distributing a book.
An imprint is a brand the publisher uses to release specific books. It might focus on a genre, audience, or brand identity.
Example: Penguin Random House is the publisher. Its imprints include Knopf (literary fiction), Del Rey (science fiction), and Crown (nonfiction).
For self-publishers, your imprint becomes your publishing brand — even if you’re a solo author.
Do Imprints Affect Book Sales or Marketing?
Yes. The imprint listed on your book signals quality and market positioning. Here’s how:
-
Credibility: A professional-looking imprint name builds trust.
-
Genre signaling: Certain imprints are associated with particular types of content (e.g., business, wellness, fiction).
-
Marketing: A consistent imprint across multiple books strengthens long-term brand value.
Authors who publish under a name like Stonegate Ink — a real author-founded imprint that grew into a micro-publisher — appear more credible than using "Independently Published" on retail listings.
→ Explore Our Publishing Services
Can Self-Published Authors Create Their Own Imprint?
Absolutely. It’s common — and often advisable — for indie authors to create an imprint if they:
-
Want to appear more professional
-
Plan to publish more than one book
-
Hope to grow a brand that extends beyond themselves
You don’t need a team. You just need a clear publishing identity.
How Do You Create an Imprint for Self-Publishing?
Here’s how to set up a real, professional imprint:
-
Choose a name. Make sure it’s unique and not already trademarked.
-
Register your business. File as a sole proprietorship or LLC under the imprint name (via your local business registry).
-
Buy ISBNs under your imprint. In the U.S., this is done through Bowker. In Canada, ISBNs are free through Library and Archives Canada.
-
Enter your imprint in publishing platforms. KDP, IngramSpark, and others let you list your imprint in the "Publisher" field.
-
Optional: Build a website and visual brand. Helps with marketing and authority.
Most indie authors spend less than $500 to get started.
→ How to Use Your Book as a Marketing Tool
Can You Have More Than One Imprint?
Yes. Some authors create separate imprints for different genres or audiences.
For example:
-
One imprint for children’s books
-
Another for business titles
-
A third for fiction or personal memoirs
Each imprint builds its own identity — even if owned by the same author.
Examples of Successful Author-Created Imprints
-
Stonegate Ink – Founded by author Michael J. Sullivan, now a recognized independent publishing brand.
-
Balboa Press – Hay House’s imprint for personal development and wellness titles.
-
Author Academy Elite – A hybrid model used by coaches and entrepreneurs to publish under a branded imprint.
-
Mount Knowledge Media – Used by Toronto Education Press to power AI-enhanced learning through its book platform, Mount Knowledge.
These examples show you don’t need a massive operation — just a clear brand and publishing vision.
How Much Does It Cost to Create an Imprint?
Typical startup costs include:
| Expense | Estimated Cost |
|---|---|
| Business registration | $50–$150 |
| ISBNs (U.S.) | $125–$295 |
| Optional logo/domain | $50–$200 |
In Canada, ISBNs are free — making imprint setup even more affordable.
How to List Your Imprint in Publishing Platforms
-
Amazon KDP: Enter your imprint in the “Publisher” field.
-
IngramSpark: Same process — this name will show in catalogs and metadata.
-
ISBN Metadata: Ensure your ISBNs are assigned under your imprint name to show up correctly in bookstore databases.
Final Thoughts on What Is an Imprint in Publishing
An imprint is more than just a name. It’s your publishing identity — a way to separate your book from the noise, build credibility, and grow a long-term brand.
Whether you're launching one book or an entire author brand, creating an imprint gives you professional polish from day one.
At Toronto Education Press, we not only help you publish — we help you build a brand that lasts. From imprint setup to AI-enhanced reader tools through Mount Knowledge, we support every step of your journey.