How to Set Up Your Own Publishing Imprint as an Indie Author

Learn how to create a publishing imprint for your self-published books: what an imprint is, how to register it, costs involved, and whether you need one.

If you've ever looked at the copyright page of a traditionally published book, you've seen a publisher name that isn't the author's name — something like Penguin Press, Tor Books, or Knopf. Indie authors can create exactly the same thing. A publishing imprint for self publishing is simply the publisher name you register your ISBNs under and display on your copyright page, distributor listings, and catalog entries.

Setting one up takes anywhere from an afternoon to a few weeks depending on how formal you want to get. Some authors skip it entirely and publish under their own name. Others choose an imprint name from the start because it signals professionalism, supports multiple pen names under one umbrella, and keeps their personal name off distributor databases. Both approaches work — but understanding the tradeoffs helps you make the right call for your publishing business.

This guide walks through what an imprint is, how to name and register one, where it appears, and whether you actually need one given your situation.

What a publishing imprint is

A publishing imprint is the publisher name that appears in your book's metadata. It shows up on your copyright page, in your ISBN registration, in distributor catalogs like Ingram, and in library databases. When a bookseller or library looks up your book, they see your imprint name as the publisher — not Amazon, not Draft2Digital, not your personal name.

An imprint is not a separate legal entity on its own. It's a brand name — a name under which you conduct business. Think of it like a store name: "Jane Smith doing business as Northlight Press." The legal person behind the imprint is still you (or your LLC if you've formed one).

Large publishers use imprints to segment their catalogs. Penguin Random House operates dozens of imprints, each with a different editorial focus. For indie authors, the purpose is simpler: one imprint name that ties your books together and represents your publishing identity.

Why indie authors use imprints

There are several practical reasons to set up an imprint rather than publishing under your own name or leaving the publisher field blank.

Professional appearance. Bookstores, libraries, and some media contacts prefer dealing with a named publisher rather than an individual author-publisher. An imprint name signals that you're operating a publishing business, not just uploading files to KDP.

ISBN registration control. When you buy ISBNs from Bowker (in the US) and register them under your imprint name, that name appears permanently in the global ISBN database as the publisher of record. This matters for distribution — Ingram, Baker & Taylor, and library catalogs pull from that data.

Pen name support. If you write under multiple pen names or in multiple genres, an imprint can serve as an umbrella for all of them. Rather than having "Jane Smith" as the publisher of both your romance novels and your business books, "Silvergate Publishing" covers everything cleanly. See the pen name guide for how this connects to pseudonym management.

Separation from your personal name. Some authors don't want their legal name appearing in distributor databases, library catalogs, and ISBN records. An imprint name creates that layer of separation.

Future-proofing. If you ever want to bring on other authors, co-publish, or sell your publishing business, having a distinct imprint name makes that far easier than having everything tied to your personal name.

How to choose an imprint name

Choosing a name involves a few practical rules and some creative thinking.

Avoid using your full legal name as the imprint. This isn't a hard rule, but it defeats most of the purposes of having an imprint. "Jane Smith Books" is technically an imprint, but it doesn't create separation and looks less like a publisher.

Check for trademark conflicts. Search the US Patent and Trademark Office database (USPTO) for any existing trademarks on names you're considering. You don't need to trademark your imprint name, but you should avoid names that are already trademarked in publishing-adjacent categories.

Check for existing publishers. Search Bowker's Books in Print database or simply Google the name with "publishing" or "press" appended. If another publisher is already using that name, choose something different to avoid confusion in distributor catalogs.

Check domain availability. Even if you don't plan to build a separate website for your imprint immediately, securing the domain is wise if you're serious about the name.

Keep it simple and genre-appropriate. "Northlight Press" works for most genres. Something whimsical might work for children's books but feel off-brand for thrillers. The name doesn't need to be clever — it just needs to be professional and available.

Common naming patterns include geographic references (Redwood Press, Coastal Books), evocative words (Ironstone Publishing, Ember Press), or initials combined with a publishing word (NGL Publishing, JMT Press).

How to register your imprint

Registration requirements depend on your country and how formally you want to operate.

United States: DBA filing

In the US, the most common approach for indie authors is filing a DBA (Doing Business As), also called a "fictitious business name" or "trade name" filing. This is a registration with your county or state that says "Jane Smith is doing business as Northlight Press." It's not the same as forming an LLC — it's simply a public record linking your legal name to your business name.

DBA requirements vary by state. Some states require filing at the county level; others at the state level. Most require a small filing fee and periodic renewal. Some states also require publishing a notice in a local newspaper, though this requirement has been reduced in many jurisdictions.

A DBA is sufficient for most indie authors who want to use an imprint name. It lets you open a business bank account under the imprint name, sign contracts, and operate professionally — all without forming a full legal entity.

United States: LLC with a DBA or as the imprint

If you've already formed an LLC for your publishing business (see the author business structure guide), your LLC name can serve as your imprint name, or your LLC can file a DBA for a separate imprint name. Many authors name their LLC something like "Northlight Press LLC" so the LLC name and the imprint name are effectively the same.

United Kingdom and other countries

In the UK, you can register a business name with Companies House if you form a company, or simply use a trading name as a sole trader without formal registration. Many UK indie authors use a trading name without formal registration, though registering with Companies House provides more formal protection. Rules vary by jurisdiction — consult local business registration resources.

Where your imprint name appears

Once you've established your imprint name, it goes in several places.

Copyright page. The copyright page of your book should list the imprint (or publisher) name alongside the copyright notice. A typical format: "Published by Northlight Press" on its own line, with "Copyright © 2026 Jane Smith" directly above or below.

ISBN registration. When you purchase ISBNs from Bowker and assign them to your books, the publisher field should contain your imprint name. This is the name that flows into the global ISBN database and distributor catalogs.

Distributor listings. When you set up titles on KDP, IngramSpark, Draft2Digital, or other platforms, there's a publisher field. Enter your imprint name here consistently across all platforms.

Library of Congress records. If you apply for a Library of Congress Control Number (LCCN) for your book, your imprint name appears in the LCCN record.

Bookstore and library catalogs. These pull from ISBN and distributor data, so your imprint name will appear as the publisher in catalog entries automatically once it's correctly entered in your ISBN and distributor records.

Registering ISBNs under your imprint name

In the US, ISBNs are purchased from Bowker at myidentifiers.com. When you create your Bowker account and register ISBNs, you set a publisher name — this is where your imprint name goes. All ISBNs you purchase from that account will be associated with that publisher name in the global ISBN database.

If you want to assign ISBNs to books under different imprint names, you'd need separate Bowker accounts, which gets complicated and expensive. Most indie authors with multiple pen names use one imprint that covers all their books, regardless of pen name.

The author name field in ISBN registration is separate from the publisher name field. Your pen name goes in the author field; your imprint goes in the publisher field. These are distinct. For more on how pen names interact with ISBN registration, see the pen name guide.

Note that KDP, Draft2Digital, and some other platforms offer free ISBNs — but those ISBNs list the platform as the publisher, not your imprint. If having your imprint as the publisher of record matters to you (for library distribution, IngramSpark, or professional reasons), buy your own ISBNs from Bowker and use those instead.

Do you actually need an imprint?

Honest answer: it depends on your goals. Here's a simple breakdown.

Situation	Recommendation
Publishing on KDP only, using KDP's free ISBNs	Imprint optional; not required
Publishing wide via IngramSpark or D2D with your own ISBNs	Imprint strongly recommended
Writing under a pen name	Imprint recommended for cleaner separation
Planning to publish multiple authors or series under one umbrella	Imprint essentially required
Targeting library distribution	Imprint recommended for professional appearance
Just testing the waters with your first book	Imprint optional; you can add it later

If you're just starting out and publishing to KDP with their free ISBNs, you can skip the imprint setup for now. You can always establish one later and update your metadata. If you're buying your own ISBNs or using IngramSpark from the start, setting up an imprint name before you register your first ISBN is the cleaner approach — changing the publisher name on an ISBN after it's registered is difficult.

Imprints vs. LLCs vs. DBAs

These three things are related but distinct, and the confusion between them trips up a lot of authors.

A DBA is a public filing that says you're doing business under a name other than your legal name. It doesn't create a new legal entity. It's the cheapest and simplest way to formalize an imprint name.

An LLC is a legal entity — a separate business structure that provides liability protection and has its own tax identity. You can have an LLC named "Northlight Press LLC" and use that name as your imprint, or your LLC can file a DBA for a different imprint name.

An imprint is a publishing brand name. It's not a legal entity at all on its own — it's a name. That name can be backed by a DBA, an LLC, or (in some cases) nothing formal at all, depending on your jurisdiction and risk tolerance.

Most new indie authors start with a DBA to establish the imprint name, then form an LLC later if their income justifies it. Some skip the DBA and just use the imprint name informally, which works fine for KDP but can cause issues when opening a business bank account or signing contracts.

Cost breakdown

Item	Approximate cost	Notes
DBA filing (US, varies by state)	$10–$100	County or state level; check your state's requirements
LLC formation (US, varies by state)	$50–$500	State filing fee only; excludes registered agent fees
Annual LLC fees	$0–$800/year	Varies significantly by state (California is notably high)
ISBN single	$125	From Bowker; one-time purchase
ISBN 10-pack	$295	From Bowker; best value for most authors
ISBN 100-pack	$575	From Bowker; for prolific publishers
Trademark registration (optional)	$250–$350/class	USPTO filing fee; not required for an imprint

Most indie authors spend $10–$100 on the DBA filing and $295 on a 10-pack of ISBNs as their initial setup. The LLC step is optional and depends on your income level and risk tolerance — see the author business structure guide for that decision.

Frequently asked questions

Can I use any name I want as my imprint? Almost, but with limits. You can't use a name that's trademarked by someone else in a way that would cause confusion. You also can't use a name that closely resembles an existing well-known publisher (that could create marketplace confusion or legal issues). Within those limits, the name is yours to choose. Doing a quick trademark search and a Google search before committing is good practice.

Do I need to register a trademark on my imprint name? No. Trademarking your imprint name is optional and relatively expensive. Most indie authors don't bother. Trademark protection becomes more relevant if your imprint grows significantly, if you're concerned about brand protection, or if you plan to license the name. For most authors, a DBA and consistent use of the name is sufficient.

Does my imprint name appear on Amazon? Yes, if you enter it correctly. On KDP, there's a publisher field when you set up a title. Whatever you enter there appears on your Amazon product page under the "Publisher" detail. If you buy your own ISBNs and register them under your imprint name, that data also flows through to Amazon's catalog data.

Can I change my imprint name after I've published books? You can update the publisher field in your KDP and distributor accounts at any time. However, ISBNs are permanently associated with the publisher name they were registered under in the Bowker database. You'd need new ISBNs to change the publisher of record. For books already in distribution, changing the imprint mid-catalog creates inconsistencies. It's much cleaner to decide on your imprint name before purchasing ISBNs.

Can I have more than one imprint? Yes. There's no rule limiting how many imprint names you use. Some authors use one imprint for fiction and another for non-fiction, or separate imprints for each pen name. The practical limit is that each imprint needs its own DBA filing (and potentially its own Bowker publisher account if you need ISBNs assigned to different publisher names), which multiplies your administrative overhead.

The bottom line

Setting up a publishing imprint is one of the lower-effort, higher-impact steps you can take as an indie author. It gives your books a professional publisher name in all the places that matter — copyright page, ISBN database, distributor catalogs — without requiring you to form a company or spend a lot of money. A DBA filing and a pack of ISBNs from Bowker gets you most of the way there.

If you're just starting out, don't let imprint setup become a blocker. Publish your first book, see how things go, and circle back to the imprint when you're ready. If you're planning to go wide, use IngramSpark, or target library distribution from the start, setting up your imprint name before you register ISBNs is the right sequence.

Once your imprint is established, you can focus on what actually matters — writing and formatting books worth publishing. LiberScript handles the formatting side, producing print-ready PDFs and clean EPUBs that meet distributor specs under whatever publisher name you've set up.

Get started with a day pass and format your first book today, or see pricing to find the plan that fits your publishing schedule.