How to Register a Wisconsin DBA

Updated: September 27, 2023
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Filing a DBA (doing business as) name is the easiest way to register your business name in Wisconsin. A Wisconsin DBA, also known as a Trademark, allows a business to operate under a different name than its legal name. A DBA allows unincorporated businesses like sole proprietors or partnerships to use a business name that doesn’t include the owners’ names. DBAs can also be used by an LLC or Corporation to operate different lines of business under different names or for branding purposes.

Registering a Wisconsin DBA (Trademark) can be very useful, however, it’s important to note that a DBA doesn’t provide the legal benefits and protections that operating under a formal business structure like an LLC or Corporation does. If you’re starting a new business in Wisconsin it’s often a better idea to consider forming a Wisconsin LLC as you’ll have a registered business name and get extra legal protections and tax benefits that a DBA does not provide on its own. For more detailed information on the key differences between an LLC and a DBA, check out our DBA vs LLC guide.

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Who Needs a Wisconsin DBA?

Any business that operates using a business that is different from its legal name should register a Trademark to ensure they comply with local and state laws. DBAs are useful for a variety of business types and purposes. Some of these include:

  • Allow unincorporated businesses (sole proprietors or partnerships) to operate using a name that does not include the owners’ names. This can help to protect the privacy of the owner.
  • Enable Wisconsin sole proprietors and partnerships to open a business-only bank account to keep personal and business activity separated.
  • Create a unique brand name for different lines of business or for franchised businesses to operate under their desired name. This is especially useful for LLCs and Corporations as it allows them to have different products or services without needing to create multiple legal entities for each line of business.

How to Register a Wisconsin Trademark (DBA)

Before registering your DBA you’ll need to come up with a good business name. You probably already have your business name in mind, but if not you’ll want to ensure that the name follows best practices for a good business name like being clear, concise, unique, and memorable. For more tips visit our guide on how to come up with a business name. Once you have a good business name the process to file your Wisconsin DBA is fairly straightforward.

How to File a DBA in Wisconsin:

  1. Conduct a Business Name Availability Search
  2. File your Registration of Tradename/Trademark with the State of Wisconsin Department of Financial Institutions

Step 1: Conduct a Business Name Availability Search

To get a Wisconsin Trademark (DBA), you want to start with a business name availability search. To increase the likelihood that your DBA application will be accepted, you will need to ensure that no other business uses the Trademark that you wish to use and that your business name is unique.

Why is it important to have a unique Business Name?

Your business name is the foundation of your strategic marketing strategy. Choosing a name similar to other businesses can get you lost in the white noise of competition. One massive benefit of a Wisconsin Trademark is that it provides you the one chance to break away from the pack.

Without the unique Trademark, you could be handicapping the best marketing and sales efforts to get your name out there. Worse yet, you could be sending business to others using a similar name.

To recap, we suggest that you do an extensive search to ensure the following:

  • The Trademark is not currently in use nor too similar to other businesses
  • The business name has never been used previously

Note: If the business name is available and has been used before, it is probably not all that unique. Also, the fact that the name is no longer in use could imply a lack of success on the part of the previous owners.

Searches to Complete

  • Search the Wisconsin Online Database: Verify that your desired DBA Name is available to register and is not currently used by an existing business. You can complete this by using the Wisconsin Search Corporate Records.
  • Check the US Patent and Trademark (USPTO) System: Once you have verified that your name is available for registration, you’ll also want to ensure that the name is not trademarked. Since the trademark process is at the federal level, it supersedes any level registrations. You can search the USPTO Trademark database here.
  • Website Domain Search: You will also want to complete a domain name search to check if the .com version of your business name is available. If you don’t plan to create a business website, you should still consider registering the domain name to prevent others from using it. Since you can register a new .com domain for less than $10 with Namecheap, it can serve as a very cheap form of insurance against someone using the domain.

Step 2: File your Registration of Tradename/Trademark with the State of Wisconsin Department of Financial Institutions

Once you have completed all the required name availability searches and confirmed that your name can be used, it’s time to complete your Wisconsin Trademark registration with the State of Wisconsin Department of Financial Institutions. When submitting your application you’ll also need to pay the state filing fee of 15.

To complete your Registration of Tradename/Trademark be sure you have the following information finalized and on hand:

  • Desired Trademark
  • Full Name, Address and Phone for each business owner
  • Business Address
  • Business Phone Number
  • Business Description
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Wisconsin DBA Frequently Asked Questions (FAQs):

How much does it cost to get a DBA in Wisconsin?

The filing cost for a DBA in Wisconsin is 15.

How long is a Wisconsin DBA good for?

DBAs in Wisconsin are valid for 10 years after initial being initially registered.

Where do I register a Wisconsin DBA?

Wisconsin DBAs are registered with the State of Wisconsin Department of Financial Institutions.

Do I need to register my Wisconsin DBA with the IRS?

No, IRS does not require DBAs to be registered.

What is the purpose of a DBA in Wisconsin?

Wisconsin DBAs allow businesses to operate under a different name than their legal name. This allows sole proprietors and partnership businesses to operate under names that do not include their owners’ names.

Can an LLC own a DBA in Wisconsin?

Yes, an LLC can have as many DBA names as they require to operate their business in Wisconsin.

Is there a difference between a Wisconsin DBA and a Trademark?

No, a DBA or “doing business as” name is the same thing as a Trademark in Wisconsin.