Brady Corporation

Brady Corporation

Brady Corporation is an international manufacturer and marketer of complete solutions that identify and protect people, products and places. Brady’s products help customers increase safety, security, productivity and performance and include high-performance labels, signs, safety devices, printing systems and software. Founded in 1914, the Company has a diverse customer base in electronics, telecommunications, manufacturing, electrical, construction, medical, aerospace and a variety of other industries. Brady is headquartered in Milwaukee, Wisconsin and as of July 31, 2016, employed approximately 6,400 people in its worldwide businesses. Brady’s fiscal 2016 sales were approximately $1.12 billion. Brady stock trades on the New York Stock Exchange under the symbol BRC.

Company details

6555 W. Good Hope Road, P.O. Box 571 , Milwaukee , WI 53201-0571 USA
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Business Type:
Industry Type:
Workplace Safety
Market Focus:
Globally (various continents)
Year Founded:
Over 1000


W. H. Brady traces its origins to founder W. H. (Will) Brady's early career as a salesman for an Ohio remembrance advertising firm that manufactured calendars, yardsticks, and other promotional items on which advertising messages were printed. In 1914 he founded the W. H. Brady Company in Eau Claire, Wisconsin. His first product was promotional photographic calendars sold to offices and stores, but he soon followed with elaborate color displays for ice cream parlors, printed glass beer signs, point-of-purchase displays, and pre-billboard roadside advertising.


Brady's values help to preserve and reinforce our special culture. They establish a set of behavioral standards for everyone in our organization, regardless of position, department or location, and are designed to challenge us as an organization. Values are nothing new here at Brady – we’ve always had, and always will have, strong values. They are part of what has made Brady so successful for 100 years.

Brady Values

Be better every day
We are always learning. We continuously define a future state better than the current state. We have relentlessly high standards and courageously challenge the status quo to deliver differentiated products, services and processes. We ensure problems are solved at the root cause resulting in sustained improvements for our business and unique value for our customers.

Put our customers' experience at the center
We put the customer at the center and build everything we do around them. They rely on us for our expertise. We earn and keep customer trust and anticipate their needs to deliver a customer experience better than any of our competitors. Through intimate understanding, we partner with and serve our customers in ways others don’t and can’t.

Deliver what you promise
We instill process rigor in our business practices and are accountable to each other and the commitments we make. We simplify and focus on our most impactful business opportunities and deliver them with the right quality and in a timely fashion. We stay close to our business to understand the key drivers and regularly remove barriers to execution.

Differentiate through innovation
We are pioneers. We expect and require innovation from our teams to delight our customers and lead our markets. Out-of-the box ideas, both large and small, are encouraged and embraced to differentiate us from our competition. In a world of constant change, we are agile and disciplined to detect emerging shifts before our competitors by incorporating customer feedback, early and often.

Protect our future
We are proud of our history and want to ensure the business and our communities prosper for generations to come. We create innovative solutions and services mindful of the impact on our people, our planet and our profit. We lead responsibly making smart choices with a second century in mind.

Unlock potential in yourself and others
We believe employees across all levels and backgrounds can, and do, make a difference in our future. We recognize exceptional talent, and provide exposure and opportunities to our people, to unlock the potential we see in them. We work together beyond ourselves and our teams. We are sincerely open-minded, genuinely listen and utilize diverse viewpoints, backgrounds and experiences to create the best solutions for our customers and the world.

Win the right way
We win the right way by never compromising integrity. Everywhere in the world we are committed to the highest standard of ethical behavior, not because we are told to, but because we take pride in knowing that when we win, we win the right way. We are open and honest in our dealings with our customers, our suppliers and each other.

Global Sales and Diversified Channels

Brady is a global company with businesses managed in three regions.  The Americas region includes the United States, Canada, Mexico and Brazil;  The European region include Europe, the Middle East and Africa; and the Asia/Pacific Region includes countried in Asia as well as Australia.  In Fiscal 2011, 43% of Brady's sales came from the Americas region, 30% from the European region, and 27% from Asia/Pacific.

Brady utilizes a wide range of channels to reach customers across a broad array of industries. Our direct marketing expertise helps to meet our customers’ need for convenience, we have long-standing relationships with, and are a preferred supplier to, many large distributors, and we employ a global sales team to support both distributors and customers, as well as sell directly to some customers.