How to Register a Business Name in Wisconsin
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There are 3 primary ways you can register a business name in Wisconsin. You can form a separate business entity by starting your business as a Wisconsin LLC or Corporation, or you can file a DBA name (also referred to as a Trademark) if you operate as a sole proprietor or general partnership. For additional legal protection of your business name, you can also file a federal trademark.
You’ll want to finalize and register your business name before completing other registrations required to legally start your business in Wisconsin, such as:
- Applying for a Wisconsin Tax Account Number with the Wisconsin Department of Revenue (DOR) for collecting sales tax, use tax, and withholding tax
- Registering with the Wisconsin Department of Workforce Development for Unemployment Insurance tax purposes
- Obtaining any required professional licenses from the Wisconsin Department of Agriculture, Trade and Consumer Protection or local business licenses from your county, city, or town clerk’s office
- Getting an FEIN from the IRS
- Opening a dedicated business bank account
How much does it cost to Register a Business Name in Wisconsin?
The cost to register a Wisconsin business name varies depending on the type of registration:
- Wisconsin LLC cost: $130
- Wisconsin Corporation cost: $100
- Wisconsin DBA cost: $15
Steps to Registering a Business Name in Wisconsin:
1. Check Business Name Availability
Once you’ve developed a good business name, you’ll need to verify that it’s available. You’ll want to ensure that there isn’t another business in Wisconsin using that business name or has a similar name. There are three types of searches we recommended to verify that your desired name is available:
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Trademark Search
The first type of search you’ll want to do is a federal trademark search. As a federal-level registration, a trademark is the ultimate form of business name protection. They supersede any local or state-level registration, so you want to verify that the name isn’t trademarked. While trademarks have limitations, if the name is the same or similar to an existing trademark, you’ll want to create a new name.
You can search the U.S. Patent and Trademark Office (USPTO) database by visiting the Trademark Electronic Search System (TESS) page. Be advised that the results provided by the TESS system can be challenging to read and interpret. Alternatively, you can use the Free Trademark Search from Trademark Engine, which provides a more accessible user interface.
Wisconsin Business Name Search
Once you’ve verified that your business name isn’t trademarked, it’s time to verify it’s not registered in Wisconsin. You can complete your search using the Wisconsin Search Corporate Records.
Complete a few searches using wildcard characters or parts of your business name to find any close matches. This is important because if your business name matches another Wisconsin business too closely, it can result in your business name filing being rejected.
Pro Tip: You might see that your name was registered in the past but is now available because the previous business closed or let their name lapse. Even if the name is available now, it’s highly recommended that you choose a new name if it was registered in the past.
This is because the IRS system that issues EINs often has problems with previously issued names that result in what’s known as “EIN Reference Number 101 error”. While you can still get an EIN after this error, it’s a cumbersome process requiring you to call the IRS and fax them paperwork to get your EIN issued. Unless using that name is absolutely necessary for you and you don’t mind the headache it could cause, we recommend generating a new business name.
Website Domain Search
After confirming there’s no trademark issues and you can register your business name in Wisconsin, you should verify that your domain name is available. Even if you don’t have plans to build a website any time soon, you should register your domain name to block competitors from using it. At a minimum, having a domain name will make your business more credible by allowing you to use an email that has your business name.
Domain Name and Business Email
You can use Namecheap to verify if your domain name is available. They also offer a business email service that’s free to try for the first 60 days when you purchase a domain.
2. Choose a Business Structure
The next step in the Wisconsin business name registration process is to choose the legal structure your business will use. The business structure will determine how your business name is registered. When choosing a business structure, you should consider the number of owners your business will have, what type of financing you’ll need, how much personal liability you’re comfortable with, and how your business will be taxed. You can use our guide on How to Choose a Business Structure for more detailed information on making the best choice for your business.
Recommended Business Structure:
We recommend starting as an LLC for most new businesses. LLCs are easy to maintain and have benefits that other structures don’t. They provide liability protection that a sole proprietorship and general partnership don’t and aren’t subject to double taxation like a corporation.
If you’re interested in starting an LLC, check out our list of the best LLC formation services to find the best service for your needs.
LLC
An LLC (Limited Liability Company) is a flexible business structure created under Wisconsin law (WI ST § 183), that combines the limited liability protection of a corporation with the simplicity and tax benefits of a partnership or sole proprietorship.
Learn More: What is an LLC
LLC Pros
- Personal liability protection
- Legally separate entity
- Default pass-through taxation (business income taxed once)
- Unlimited number of owners (members)
- Flexible management – can be run by members or non-owner managers
- Option for S-Corp tax status
LLC Cons
- Upfront filing costs
- Ongoing cost and filings to stay compliant
- Unable to go public
Do you need to register to be an LLC in Wisconsin?
Yes, if you want to have your business legally recognized as an LLC in Wisconsin you need to register with the Wisconsin Department of Financial Institutions (DFI).
Corporation
A corporation is a legally separate business from its owners under Wisconsin law (WI ST § 180). Owners, called stockholders, enjoy limited liability. It’s great for raising funds from investors and offers protection.
Learn More: What is a Corporation
Corporation Pros
- Personal liability protection
- Legally separate entity
- Unlimited number of owners (shareholders)
- Easier to raise capital by selling stock
- Able to go public
- Option for S-Corp tax status
Corporation Cons
- Default double taxation
- Upfront filing costs
- Ongoing costs and filings to stay compliant
- Increased record keeping requirements
- Strict management structures set by law
Do you need to register to be a Corporation in Wisconsin?
Yes, if you want to have your business legally recognized as a Corporation in Wisconsin you need to register with the Wisconsin Department of Financial Institutions (DFI).
Sole Proprietor
A sole proprietorship is a basic, single-owner business. It’s easy to start with minimal paperwork. The owner and business are legally the same, leading to unlimited personal liability.
Learn More: What is a Sole Proprietorship
Sole Proprietor Pros
- Easy and inexpensive to start
- Simple taxes (business income taxed once)
- Easy to maintain
- Complete control for owner
Sole Proprietor Cons
- Unlimited Liability Risk
- Hard to raise money and get loans
- Not separate from owner
- Difficult to sell business
- No other tax status options
Do you need to register your sole proprietor business name in Wisconsin?
The state of Wisconsin doesn’t require sole proprietors to register their business name. However, most banks will require proof of a registered DBA, officially referred to as a Trademark in Wisconsin, to open a business bank account in a name other than your personal name.
Partnership
A partnership involves 2 or more owners who agree to share in all responsibilities including having unlimited liability. Profits or losses flow directly to owners’ personal taxes.
Learn More: What is a Partnership
Partnership Pros
- Easy and inexpensive to start
- Pass-through taxation (business income taxed once)
- Unlimited number of owners (partners)
- Shared business responsibilities
Partnership Cons
- Unlimited Liability Risk
- Responsible for partners’ actions
- Hard to raise outside capital
- Not separate from partners
- Difficult to sell business
- No other tax status options
Do you need to register your partnership business name in Wisconsin?
In Wisconsin general partnerships aren’t legally required to register their business names. However, if you plan on opening a business bank account under a name that doesn’t include all the partners’ last names, your bank will likely require you to provide proof you filed a DBA registration, officially referred to as a Trademark.
3. File your Wisconsin Business Name Registration
Now that you’ve verified your business name’s availability and chosen a business structure, it’s time to get down to business and complete the filing to officially register your Wisconsin business name. Pick the process that corresponds to the business structure you have picked out in the previous step (Note: If you chose to start as a sole proprietorship or partnership, you’ll file a DBA).
Register a Wisconsin LLC Name
To register your Wisconsin LLC you’ll need file Articles of Organization (Form 502) with the Wisconsin Department of Financial Institutions (DFI), which has a filing fee of $130. In your Articles of Organization (Form 502) filing, you’ll need to provide information about your business, including:
- LLC Name
- Information about the LLC members (owners) and managers (if applicable)
- Business Address (Must be a physical address – PO Boxes not allowed)
- Name and Address of your Registered Agent
Wisconsin LLC Name Requirements
Wisconsin LLCs must use a name that follows the naming rules outlined in Wisconsin law (WI ST § 183.0112):
- Must be distinguishable (unique) from all others businesses registered with the Wisconsin Department of Financial Institutions (DFI)
- Must clearly denote the business is legally structured as an LLC by including the words “limited liability company” or an abbreviation such as “LLC”
- Cannot use words or designators associated with Corporations such as “Corporation” “Incorporated” “Corp” or “Inc”
- Cannot contain words that imply association with a government entity
- Cannot contain words that are prohibited or require prior approval such as Insurance, Trust, Bank
For more in-depth information check out our How to Start an LLC in Wisconsin guide, where we cover all the steps needed to form an LLC in full detail.
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Use a professional filing service like Northwest Registered Agent ($39 +state fees), which can save you $210 vs LegalZoom when forming a Wisconsin LLC.
Register a Wisconsin Corporation Name
To register your Wisconsin Corporation you’ll need file Articles of Incorporation with the Wisconsin Department of Financial Institutions (DFI), which costs $100. In your Articles of Incorporation filing you’ll need to provide information about your business, including:
- Corporation Name
- Names and addresses of the board of the directors
- Number and type of authorized shares
- Business Address (Must be a physical address – PO Boxes not allowed)
- Name and Address of your Registered Agent
Wisconsin Corporation Name Requirements
Corporations in Wisconsin are required to use a name that follows the rules detailed under Wisconsin law (WI ST § 180.0401):
- Must be distinguishable (unique) from all others businesses registered with the Wisconsin Department of Financial Institutions (DFI)
- Clearly indicate the business is legally structured as a corporation by including the words “Corporation” or “Incorporated” or use an abbreviation such as “Corp” or “Inc”
- Cannot use words or designators associated with LLCs such as “limited liability company” or “LLC”
- Cannot contain words that imply association with a government entity
- Cannot contain words that are prohibited or require prior approval such as Insurance, Trust, Bank
Want to Incorporate in Wisconsin?
If you’re interested in incorporating, you can learn more with the ZenBusiness guide on How to Start a Corporation in Wisconsin, which covers each step you’ll need to complete to start a Wisconsin corporation.
Register a Wisconsin DBA (Trademark)
A Wisconsin DBA (Trademark) allows a business to operate using a business name that is different than their legal name. To register a Wisconsin DBA you’ll need to complete a Registration of Tradename/Trademark application and submit it to the State of Wisconsin Department of Financial Institutions, along with the filing fee of $15. You’ll need to provide the following information:
- Name and address of Applicant(s)
- Business Name (Trademark)
- Address where business is transacted
Wisconsin DBA (Trademark) Requirements
The rules for a Wisconsin Trademark (DBAs) are not quite as strict as they are for LLCs or Corporations, however there are still restrictions. Mainly, your DBA can’t include designators used for legal entities like “LLC” or “Inc” in the Trademark. DBAs also can’t contain prohibited words or words that imply association with government entities.
Wisconsin DBA Registration Assistance
Get help registering your Wisconsin DBA with Swyft Filings. Packages starting at $99 (plus filing fees).
4. File a Trademark (Optional)
Consider filing a trademark to own and control your business name. Trademarking your business name is a great way to protect your brand. A trademark is a federal registration, providing nationwide protection beyond just registering in Wisconsin.
You can apply for a trademark online, but the trademark registration process can be complicated and lengthy. On average, it takes around 7-9 months before a USPTO examining attorney initially reviews an application. As a result, it’s crucial for your initial application to be prepared correctly.
Consider getting assistance from a qualified attorney or a trademark filing service to ensure your application is prepared correctly. This can save you time and the headache of dealing with the filing and response process required to register a trademark.
Trademark Filing Assistance
Ensure your trademark is filed properly with the help of the experts at Trademark Engine, who’ve helped file over 120,000 trademarks since 2016. Packages start at $99 (+USPTO fees).
Additional Business Resources in Wisconsin
For more help, check out our How to Start a Business in Wisconsin guide, or use these resources:
- Wisconsin One Stop Business Registration Portal – The official state portal for business registration and corporate filings in Wisconsin. This platform provides a streamlined process for registering a business name, forming a legal entity, and more.
- Wisconsin Department of Revenue – This department handles state tax-related matters for businesses in Wisconsin. Their website offers resources on tax registration, filing requirements, and tax obligations for new businesses.
- Wisconsin Chamber of Commerce – The Wisconsin Chamber of Commerce is a business advocacy organization that provides networking opportunities, business resources, and information about local regulations to help businesses succeed in the state.
- Wisconsin Small Business Development Center (SBDC) – The SBDC offers free consulting, training, and resources to help entrepreneurs and small business owners start, grow, and manage their businesses effectively.
- SCORE Wisconsin – SCORE is a nonprofit organization that provides mentorship and counseling to entrepreneurs and small business owners. Their experienced volunteers offer guidance on various aspects of starting and running a business.
- Wisconsin Economic Development Corporation (WEDC) – WEDC offers various financing and loan programs to support business growth and expansion in Wisconsin. Their website provides information about funding opportunities and resources for businesses at different stages.