Imprints and ISBNs—What Independent Authors Need to Know

You’ve spent long hours on your book. You’ve revised it into oblivion, brought it back to life, and pushed it through professional editing. The cover is beautiful; the interior is stunning. You’ve come a long way, baby.

Except there’s just one thing. What is this “imprint” you’re being asked for? What should you call it and how do you use it? And what does it have to do with ISBNs?

In this post, we’ll answer all these questions and more. We’ll look at how an imprint connects to your ISBN, what guidelines to follow (and what to steer clear of), and when you should make these key decisions for your publishing journey.

Topics Covered In “Imprints and ISBNs”:

What Is an Imprint, and Why Should I Use One?
Do I Need to Register My Imprint as a Business?
Are There Restrictions on What I Can Use for My Imprint?
How Are ISBNs and Imprints Connected?
Where Will My Imprint Name Show Up?
Final Tips for Choosing an Imprint Name
I Need Help Publishing My Book!

What Is an Imprint, and Why Should I Use One?

An imprint is your publishing brand. Also sometimes called the “publisher name” or “publisher of record,” it’s the name associated with your books across distribution platforms (and in your ISBN records—more on that later).

Traditional authors are connected their publishers’ imprints—but when you self-publish, you get to use your own imprint and strengthen your own author brand. Maybe it’s your author name, a key location pulled from your novel, or a foundational concept in your how-to book. It might be a full-blown registered business, or it might just be the name of your brand.

But while readers may not always notice an imprint name, retailers, databases, and wholesalers absolutely do. You’ll include it on your copyright page, use it to assign your ISBNs, and carry it through all of your publisher accounts. The imprint name is part of your book’s professional identity; it’s not a decision to be rushed.

Do I Need to Register My Imprint as a Business?

From a technical standpoint, no. Both KDP and IngramSpark—the distribution platforms our clients use to publish their books—simply ask for your imprint name. Even Bowker, the main ISBN provider in the US, will let you assign any imprint name to your ISBNs. They don’t require any proof of business registration.

That said, there are cases where registering a business could make sense for your specific situation. (Depending on your state, you may even be required to register as a DBA—or “doing business as”—if you choose something other than your legal name.) It’s always best to run your publishing plans and any related ventures by a legal advisor familiar with independent publishing.

Are There Restrictions on What I Can Use for My Imprint?

Imprint names may not require formal approval by your publishing platforms, but that doesn’t mean there are no rules. As with any other commercial venture, your imprint name still needs to avoid infringing on someone else’s trademark.

So what constitutes trademark infringement? According to the US Patent and Trademark Office, “trademark infringement is the unauthorized use of a trademark or service mark on or in connection with goods and/or services in a manner that is likely to cause confusion, deception, or mistake about the source of the goods and/or services.” 

OK…so what does that mean? While trademark infringement is ultimately decided in a court of law on a case-by-case basis, common sense rules generally apply:

• Don’t use an imprint that’s already in use by another publisher.
• Don’t use an imprint that’s likely to confuse readers about your books—especially if the name is close to another brand.
• Don’t use an imprint that’s overly generic, like “Romance Books” or “Children’s Fiction Press.” (Pretty much anything you can think of is already being used, but outside of that, it’s just not a good idea.)

So how should you steer clear of trademark infringement? While this should not be taken as business or legal advice, here are some basic checks you can run to flush out potential infringement:

• Search the USPTO trademark database to see if the name is trademarked federally.
• Check domain names, social handles, and online store listings. (A business can “own” a trademark even without a formal registration.)
• Google the name, along with words like “publishing” or “books,” to see if anything comes up.
• If you’re distributing globally through KDP or IngramSpark, run the same searches for other countries, especially in English-speaking markets.

Bottom line: Do your due diligence, check for similar existing names, avoid stepping on any toes, and take your specific questions and concerns to an intellectual property attorney familiar with the publishing industry.

How Are ISBNs and Imprints Connected?

This is the part that some authors get wrong. Your imprint isn’t just about branding—it’s tied directly to your ISBNs and carried through your metadata.

When you purchase ISBNs from Bowker (or your national agency, if you’re outside the U.S.), you assign them all to a specific publishing name. That name becomes the publisher of record for those ISBNs everywhere you publish.

Think of your Bowker account as the source from which all information about your book flows. If you haven’t chosen an imprint name, you’re not ready to buy your ISBNs. 

Whatever you list as your imprint in your Bowker account should be provided in publisher field on KDP and IngramSpark. This means:

• You can’t use one imprint in your ISBNs account and then provide a different publisher name on your copyright page or metadata.
• You have to reproduce the name exactly—the same exact spacing and letters—or your records won’t line up.
• You can’t change your imprint later without buying and assigning new ISBNs under a new publisher name. (You may be able to contact Bowker customer service and beg your case…but if you already published, this could get messy.)

It’s crucial to understand how imprint and ISBN are inextricably linked from the very beginning. Any mismatch can lead to metadata errors and retailer confusion and even prevent you from uploading your book.

Where Will My Imprint Name Show Up?

Assuming you’re planning to publish under your own imprint—and therefore own your ISBNs—you’ll see that name in several places:

• The Bowker record for your ISBNs
• Your copyright page and sometimes title page
• Optionally, on the spine of your book just under your publisher logo 
• The metadata you enter when uploading to KDP or IngramSpark
• Internal retailer and library systems
• Any public listings created through expanded distribution, like Google Books and Books in Print

Again, your name must be consistent across all of these places—no variations. Once your book is live, it can be difficult, if not impossible, to change your imprint without reissuing your book.

Final Tips for Choosing an Imprint Name

If you’re still deciding on your imprint, keep these important tips in mind:

• Avoid names that are confusingly close to existing publishers.
• Avoid hyphens or special characters. (They might not translate well to all global retailers.)
• Keep it simple and readable.
• Use the same spelling, capitalization, spacing, and punctuation, every single time.
• Choose something you’ll be happy with throughout your author career.
• Your full legal name is a perfectly valid option for an imprint. 
• Be consistent across all platforms and accounts.

Choosing an imprint is one of those publishing decisions that’s easy to ignore…until suddenly, it isn’t. A clean, consistent publisher name will save you trouble and keep your distribution running smoothly. Seriously considering this important element in your author brand is time well spent.

Your imprint is the publishing identity your book will carry into the world. Just make sure your imprint and ISBNs match. Run a few trademark checks first. Consult a legal professional with your questions. And keep your radar up for something that feels meaningful to you and your readers.

Now—go forth and publish!

I Need Help Publishing My Book!

Now you know how to use ISBNs and imprints successfully to publish your book across multiple platforms! If you’d like hands-on assistance, we can help. Just schedule a free author consultation with Spoonbridge Press for a no-commitment call. Wherever you are, we’ll help you get unstuck and discuss next steps on your publishing journey.