How to Register a Business Name: Step-by-Step Guide

How do I register a business name? To register a business name, search your state’s business database to confirm availability, decide whether to register as an LLC name, a corporate name, or a DBA, file the appropriate paperwork with the state (or county for a DBA), pay the filing fee, and consider trademarking the name federally for stronger protection.

Choosing and registering a business name is one of the most important early decisions you will make as a founder. It affects your branding, marketing, legal protection, and even your domain availability. This guide walks through how to brainstorm a strong name, how to search whether it is available, how to register at the state level, when to file a DBA, and how trademark protection works.

What “Registering a Business Name” Means

There are three different things people mean when they say “register a business name”:

Forming an LLC or corporation with that name as the legal entity name. The state’s Secretary of State reviews availability and issues your formation document.
Filing a “doing business as” (DBA) or fictitious business name when you operate under a trade name different from your legal entity name. Usually a county-level filing.
Federal trademark registration with the U.S. Patent and Trademark Office (USPTO) for nationwide protection of the name as a brand.

All three are separate, all three have different costs and protections, and most growing businesses end up with more than one. See our breakdown of DBA vs LLC for the full comparison.

How to Brainstorm a Business Name

Good business names share a few traits:

Easy to spell and pronounce. If customers cannot type it from memory, you lose traffic.
Memorable. Short names (5–12 characters) usually win.
Domain available. If the .com is unavailable, you lose roughly 30% of organic traffic to the owner of that domain.
Not too descriptive. “Atlanta Plumbing Co.” is hard to differentiate; descriptive names also weaken trademark protection.
Future-proof. Avoid city names or product names if you plan to expand. “Boston Coffee Roasters” is hard to scale nationally.
Free of negative associations. Search the name in Google and on social media before committing.

How to Search Whether a Business Name Is Available

State business database search. Every Secretary of State has a free online search. Confirm no other LLC or corporation in your state uses the same name.
Federal trademark search. Use the USPTO’s free TESS (Trademark Electronic Search System) at tmsearch.uspto.gov to confirm no one has trademarked the name federally.
Domain search. Check the .com and your country’s TLD (.us, .ca) on a registrar like Namecheap or GoDaddy.
Social media handles. Check that the name is available on Instagram, X, Facebook, LinkedIn, and TikTok at minimum.
Google search. Search the exact name plus your industry to spot any unregistered businesses using the same name (which can still cause confusion and weak trademark claims).

Reserve the Name (Optional)

If you have found an available name but are not ready to file LLC paperwork, most states let you reserve the name for 30–120 days for a small fee ($10–$50). This prevents another business from registering it while you finalize formation. Useful if you want to lock in the name while you raise funds, draft your operating agreement, or finalize partners.

Registering Your Business Name with the State

The most common way to “register” a name is to use it as the legal entity name when you form an LLC or corporation. The state automatically reserves the name for the life of the entity. To do this:

Complete a state name availability search.
File your articles of organization (LLC) or articles of incorporation (corp) with your chosen name.
Include any required designator: “LLC,” “L.L.C.,” “Inc.,” or “Corp.” depending on entity type.
Pay the state filing fee — usually $50–$500. See our breakdown of how much it costs to start an LLC.
Receive the state’s stamped confirmation. The name is now legally yours within that state.

For the full LLC formation walkthrough, see how to start an LLC in 7 steps.

Filing a DBA (Doing Business As)

If you want to operate under a different name than your legal entity (or your personal name if you are a sole proprietor), you file a DBA. Common examples:

A sole proprietor named Sarah Smith wants to operate as “Bright Cleaning Co.”
An LLC named “Smith Holdings LLC” operates a restaurant called “The Corner Bistro”
An existing LLC launches a new product line under a different brand name

DBA filings are usually handled at the county clerk’s office (sometimes the state). The cost is typically $10–$150, with renewal every 1–5 years. The DBA gives you the right to use the trade name in business but does NOT create a separate legal entity or provide liability protection on its own.

Trademarking Your Business Name

State business name registration only protects the name within that state. For nationwide protection, file a federal trademark with the USPTO. Federal trademark registration:

Costs $250–$350 per class of goods or services
Takes 8–14 months to process
Gives you the right to sue infringers in federal court
Lets you use the ® symbol
Lasts 10 years and is renewable indefinitely

You can use the ™ symbol with any name you actively use in commerce, even before formal registration. The ® symbol is reserved for federally registered marks. For most growing businesses, the federal trademark is worth filing within the first year of operations — once revenue is steady and the brand is settled.

Cost Comparison

Registration Type	Cost	Scope	Protection
State business name (via LLC formation)	$50 – $500	One state	Other businesses in that state cannot register the same name
DBA / fictitious name	$10 – $150	County or state	Right to operate under the name; no exclusive rights
Domain registration	$10 – $30/year	Worldwide	Exclusive use of that exact domain
Federal trademark	$250 – $350/class	United States	Strongest legal protection; can sue infringers
State trademark	$30 – $100	One state	Protection within state borders only

Naming Restrictions by State

Every state restricts certain words in business names. Common rules:

Cannot suggest a different entity type (“Inc.” for an LLC, “Corp.” for a partnership)
Cannot use words that suggest government affiliation (“Federal,” “Treasury,” “State”)
Cannot use restricted industry terms without licenses (“Bank,” “Insurance,” “Doctor,” “University”)
Cannot be deceptively similar to an existing registered name
Must include a required designator (“LLC,” “L.L.C.,” “Limited Liability Company”)

Common Mistakes When Registering a Business Name

Skipping the trademark search. A state-approved name can still infringe a federal trademark — and the trademark owner can force you to rebrand.
Choosing a name without checking the domain. Losing the .com to a squatter costs thousands to recover later.
Picking a too-descriptive name. Generic names are hard to trademark and hard to brand.
Forgetting the DBA. If you operate under a name different from your LLC’s legal name, the DBA is required — and customer-facing payments must include the DBA name.
Filing the LLC in a state where the name is taken. Search thoroughly before paying state fees, which are nonrefundable.
Ignoring social media. A great name with no available handles forces ugly variations that hurt brand recognition.

How to Pick Between an LLC Name and a DBA

The decision tree is simple. If you want the registered name to be the legal entity itself (the most common path for new businesses), form an LLC or corporation with that name. If you already have an LLC and you want to launch a new brand without forming a second entity, file a DBA under the existing LLC. If you are a sole proprietor and you want to operate under any name other than your personal legal name, file a DBA.

One thing many new founders miss: a DBA on top of a sole proprietorship does not give you liability protection. The DBA is just permission to operate under a trade name. To get liability protection, you still need an LLC or corporation as the underlying legal entity. The cheapest path to a real legal name plus protection is an LLC formed in your home state — typically $50–$300 in fees.

What to Do After You Register the Name

Buy the matching domain immediately, even before opening the bank account.
Reserve every relevant social media handle.
Update every formation document, EIN application, and bank application to use the registered name exactly as filed.
Start using the ™ symbol on the brand name in marketing.
File for federal trademark registration within the first 6–12 months.
Store the state-stamped confirmation with your other startup documents.

International Considerations for Canadian and U.S. Businesses

If you operate in both the U.S. and Canada, register the name in both countries. In Canada, the federal business name is searched through the NUANS database, and trademark registration is handled by the Canadian Intellectual Property Office (CIPO). The CIPO trademark takes 18–24 months and runs about CAD $336 for the first class. For broader U.S. small business naming guidance, see the SBA’s choose-a-name guide.

Changing Your Business Name Later

You can change your business name after formation, but it costs time and money. The process for an LLC:

Members vote to approve the change (per the operating agreement).
File articles of amendment with the state, paying the state’s fee.
Notify the IRS via Form 8822-B.
Update bank accounts, payment processors, contracts, vendor records.
Update domain, social handles, and marketing materials.
Re-file any active DBAs under the new legal name.

The full process takes 2–6 weeks and typically costs $100–$500 in filing fees plus the rebrand cost of new business cards, signage, and website updates.

Multiple Business Names Under One Entity

Many founders run several brands or product lines under a single legal LLC. The setup looks like this: the parent LLC has its legal name (often the founder’s holding company name), and each customer-facing brand operates under a separate DBA. The benefit: one set of tax returns, one bank account structure, one insurance policy — but multiple distinct brands to the customer. The cost: one DBA filing per brand, typically $25–$150 each.

The downside to this approach: a lawsuit against one brand can reach the assets of the others, because they share the same LLC. For high-liability businesses, separate LLCs (one per brand) provide stronger asset segregation — at the cost of separate filings, bank accounts, and tax returns.

Trademark Classes Explained

Federal trademark registration is granted within specific “classes” of goods and services. There are 45 classes in total — 34 for goods and 11 for services. Common classes for small businesses: Class 9 (software, electronics), Class 25 (clothing), Class 35 (advertising and business services), Class 41 (education and training), Class 43 (restaurants and lodging). Each class costs $250–$350 in USPTO filing fees. If you sell both physical products and software, you typically need at least two classes. Pick classes carefully — the trademark only protects you in the classes you file in.

Frequently Asked Questions

How much does it cost to register a business name?

Registering as an LLC name costs $50–$500 depending on the state. A DBA costs $10–$150. A federal trademark is $250–$350 per class. Domain registration is $10–$30/year.

How long does business name registration last?

An LLC or corporate name lasts as long as the entity stays in good standing (most states require annual reports). A DBA usually lasts 1–5 years before requiring renewal. A federal trademark lasts 10 years and is renewable indefinitely.

Do I need to trademark my business name?

State business name registration is enough for most local businesses. Federal trademark is worth the cost once you have a unique brand, operate in multiple states, or face any risk of others using the name. The trademark gives you the right to sue infringers and use the ® symbol nationwide.

Domain Strategy for Your Registered Name

Buy the matching .com immediately — within the same day you register the name with the state. Squatters monitor new LLC filings in many states and register matching domains hoping to resell them. If the .com is taken by a squatter, .co and .net are workable backups, but expect to lose about 30% of organic traffic to the .com owner. If the .com is held by a legitimate business in a different industry, you can sometimes negotiate a purchase, but expect prices from $2,000 up to six figures. Many founders rename rather than pay — keeping a good name available is worth more than the marginal benefit of a specific one.

Next steps: see how to start an LLC to use your registered name as your formal entity, then open a business bank account in the registered name.