Brady makes identification and workplace safety products — essentially, anything used to label, mark, and track parts, wires, equipment, facilities, and people in industrial and institutional settings. Brady's product portfolio spans five categories: safety and facility identification (signs, floor tape, lockout/tagout devices), product identification (labels, printers, RFID tags, barcode scanners), wire identification (handheld printers and wire markers), healthcare identification (patient wristbands, specimen labels), and people identification (badges and access control). What sets Brady apart from commodity label suppliers is its proprietary materials — specialty adhesives and films engineered for demanding conditions like extreme heat, chemicals, or curved surfaces — combined with the printers and readers that are designed to work with those materials. Brady's newer printers use "Label Sense" chip technology that automatically configures the printer for a given material, locking customers into Brady's consumables ecosystem. Printers and consumables together represent just under 40% of sales. Brady operates through two segments: Americas & Asia (~66% of revenue) and Europe & Australia (~34%). Brady sells through distributors, a direct technical sales force, and digital channels. Brady is expanding into direct part marking — laser, mechanical engraving, and inkjet systems that mark directly onto metal or hard surfaces — via acquisitions including Gravotech and Microfluidic Solutions. Brady has increased its dividend for 40 consecutive years and targets ~50% gross margins at the corporate level.