In Wisconsin, a “Doing Business As” (DBA) is officially referred to as a “Trade Name” or “Fictitious Name.” Registering a Trade Name allows a business to operate under a name different from its legal name. This can be beneficial for branding purposes or when expanding into new business areas.
For example, if you have an LLC called “Badger State Enterprises LLC” that you use for your general contracting business, but you want to start a separate home renovation service, you could register a Trade Name like “Milwaukee Home Makeovers” without forming a new LLC.
Filing for a Trade Name provides business owners with flexibility in branding without the need to create separate legal entities for each business venture.
Note that while a Trade Name allows you to do business under a different name, it doesn’t provide the legal protections that come with forming an LLC or corporation.
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Do You Need a Wisconsin DBA for Your Business Entity?
Before proceeding with the steps to get a DBA in Wisconsin, determine if it’s necessary for your business type:
Sole Proprietors and Partnerships: If you’re operating under a name other than your legal name, you need to register a Trade Name. For example, if Jane Doe wants to operate as “Madison Auto Repair,” she needs to register this as a Trade Name.
LLCs and Corporations: If these entities want to do business under a name different from their registered name, they need a Trade Name. For instance, if “Badger State Enterprises LLC” wants to operate as “Milwaukee Home Makeovers,” they would need to register this Trade Name.
How to Get a DBA in Wisconsin
Follow these steps to get a DBA in Wisconsin:
- Search the Wisconsin Department of Financial Institutions database to ensure your desired name is available.
- Check if your DBA is available as a domain name (optional).
- File your Trade Name Registration.
- Pay the filing fee.
Step 1: Do a DBA Search in Wisconsin
Your Trade Name must be unique and comply with Wisconsin’s business name requirements. To check availability, use the Wisconsin Department of Financial Institutions’ Corporate Records Search:
https://www.wdfi.org/apps/CorpSearch/Search.aspx
Ensure your chosen name isn’t already in use and meets state requirements.
Step 2: Check if your name is available as a web domain
While not legally required, it’s wise to check if your Trade Name is available as a domain name for your future website. You can check domain availability at: godaddy.com/domains
Tips for choosing a domain:
- Aim for a .com domain if possible
- Avoid using hyphens between words
- Sometimes a quirky word (“guru”, “school” or “base”) makes for a good brand/domain.
Step 3: Register your Wisconsin DBA
In Wisconsin, you need to file a Trade Name Registration with the Register of Deeds in the county where your business is located. This is typically done in person or by mail.
You’ll need to provide the following information:
- Your desired Trade Name
- Your business’s legal name and address
- A brief description of the nature of your business
- The names and addresses of the business owners
Step 4: Pay the filing fee
The filing fee for registering a Trade Name in Wisconsin varies by county but is typically around $30. This fee is usually paid by check or money order made payable to the Register of Deeds.
Wisconsin Trade Name registrations are valid for 10 years. You’ll need to renew your registration before it expires to continue using the Trade Name.
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After You Get a DBA For Your Limited Liability Company or Other Entity
Once you’ve secured your Trade Name, consider these next steps:
• Create a website: Establish an online presence for your business to reach more customers.
• Set up a business bank account: Keep your personal and business finances separate. We recommend Mercury Bank for online banking, but traditional banks are also an option.
• Obtain necessary licenses and permits: Ensure you have all required licenses and permits to operate legally in Wisconsin.
• Consider business insurance: Protect your business with appropriate insurance coverage.
By following these steps, you’ll have successfully registered your Trade Name (DBA) in Wisconsin and be well on your way to operating your business under your chosen name.
