A trade name is a Wisconsin DBA (doing business as). Wisconsin trade name registration permits a company to operate under a name other than its legal name.
Wisconsin DBA registration will not safeguard your personal assets. Forming a formal company structure, such as an LLC or corporation, can provide you with liability protection as well as a business name.
Table of Contents
In Wisconsin, you may register a DBA.
It is simple to register a Wisconsin trade name, also known as a DBA.
A DBA is solely used for branding purposes. A DBA does not safeguard your personal assets in the event that your company is sued. As a result, we highly advise that a DBA be utilised exclusively by a formal company structure such as an LLC or corporation to add new brands to an existing firm.
If you operate an informal company (sole proprietorship or partnership), we highly advise you to create an LLC to keep your business and personal assets distinct. The name of the LLC might be chosen to serve as the business’s brand name.
Learn How to File a DBA in Wisconsin in Two Easy Steps:
Begin by doing a Wisconsin trademark search.
Register Your Wisconsin Business Name
A DBA is solely used for branding purposes. To keep your company and personal assets distinct, we propose incorporating an LLC.
Step 1: Conduct a Wisconsin Trademark Search
Trade names come within the state’s trademark category in Wisconsin. When you register your Wisconsin trade name, you effectively notify other company owners that the name is in use. Your company name is not protected against others using it.
To ensure that your new DBA name isn’t already in use, go to Wisconsin’s Department of Financial Institutions’ website and utilise the Trademark Search. Before you can search, you must first establish a free account.
Review the Wisconsin naming criteria next. Trade names in Wisconsin should NOT include:
Unless the company is genuinely an LLC, corporation, etc., any business entity suffix, such as LLC, Incorporated, Corp, etc.
Unless the name makes it apparent that the firm is not an insurance company, the term “insurance.”
Words that indicate that the company was formed for an illegal reason
Without the required permission, words that create the idea that the organisation is involved in the business of architecture, professional engineering, or design.
Unless the organisation is a legally recognised cooperative association.
Step 2: Create a Wisconsin DBA.
Your Wisconsin trade name may be registered with the Department of Financial Institutions either online or in person. Before filing online, you must first register a free account.
The following are some critical portions of the form:
Trademark Registration: Indicate if this is a new or renewal registration, and mention the original registration ID if it is a renewal.
Trademark Description: The registered trade name and the date of first use.
A DBA does not provide legal protection for your personal assets if your company is sued. Visit our How to Form an LLC page and choose your state for additional information on forming a limited liability corporation.
Maintain Control of Your Wisconsin Trade Name
General Concerns
(608) 266-8915 Wisconsin Department of Financial Institutions
Renew Your Business Name with the State
Every ten years, your Wisconsin trade name must be renewed. You may renew your membership online.
Change Your Company Name
To change your trade name, you must file a new registration. This may also be done in person at the following office address:
North Tower, 4822 Madison Yards Way
Madison, Wisconsin 53705
Remove Your Trade Name
You have the option to cancel your trade name online. This may also be done in person at the following office address:
North Tower, 4822 Madison Yards Way
Madison, Wisconsin 53705