Key Takeaways

  • Choosing an LLC name is a crucial early step in business formation, impacting branding, legal compliance, and customer perception.
  • Your LLC name must meet state-specific naming rules and avoid restricted or prohibited words.
  • Conducting a name availability check through your state’s business registry and the USPTO is essential to avoid conflicts.
  • Consider reserving your LLC name if you're not ready to file immediately.
  • Evaluate domain name and social media availability to maintain brand consistency online.
  • Choose a name that is memorable, clear, and reflective of your brand identity while considering future business growth and scalability.
  • Understand the difference between your LLC’s legal name and a DBA (Doing Business As) name if you plan to operate under a different name.

Wondering how to choose an LLC name? Picking out a name for your LLC is one of the most important steps for starting your business. You want a name people will remember and meets LLC name requirements. It's important to pick out the right one from the beginning because you won't be able to easily change the name in the future.

Steps for Choosing an LLC Name

1. Think about the service or product that you sell. Your LLC's name should reflect what it is you do, so customers will remember it.

2. Find an original, unique name that's distinguishable from other business names.

  • Use your state's online database and the U.S. trademark office to ensure that the name isn't taken.
  • Avoid using any prohibited words, such as “bank”.

3. Make sure your chosen name is available as a website and on social media sites.

LLC Name vs. DBA: Understanding the Difference

Your LLC’s legal name is the official name listed on your formation documents. However, you may also choose to operate under a different name known as a “DBA” (Doing Business As) or “Fictitious Business Name.” Here’s how they differ:

  • LLC Legal Name: The formal name used on government filings, contracts, and legal documents.
  • DBA Name: The name you use publicly that may differ from the LLC’s legal name. For example, “Smith Enterprises LLC” may operate as “Smith Consulting.”

If you plan to use a DBA, you’ll typically need to register it with your state or local government. This allows you to market your business under a more consumer-friendly or descriptive name while retaining your formal LLC structure.

Branding Considerations When Choosing an LLC Name

Beyond legal compliance, your LLC name should support your branding and marketing efforts. Here are tips for creating a strong business name:

  • Keep It Simple and Memorable: Short, clear names are easier to remember and spell.
  • Reflect Your Business Purpose: Your name should give potential customers a sense of what your business offers.
  • Think Long-Term: Choose a name that can grow with your business and won’t limit you if you expand products or services.
  • Avoid Trendy Language: While catchy phrases may seem appealing now, they can quickly become outdated.
  • Test the Name: Say the name out loud, write it down, and get feedback from friends, family, or potential customers to gauge its appeal.

Effective business names balance creativity with clarity, helping your company stand out in a competitive marketplace.

Consider Reserving Your LLC Name

If you aren’t ready to file your Articles of Organization right away, most states allow you to reserve your desired LLC name for a certain period (typically 30 to 120 days). Name reservation may require a small filing fee and provides peace of mind that your chosen name will remain available while you finalize your business formation plans.

Check with your state’s business filing agency for specific reservation rules and time limits.

Check for Name Availability and Trademark Conflicts

Verifying that your desired LLC name is available is a key part of the process. Here’s how to check:

  • State Business Name Database: Use your state’s business entity search tool to confirm whether the name is already in use.
  • Federal Trademarks: Check the United States Patent and Trademark Office (USPTO) database to ensure your chosen name (or something very similar) hasn’t been federally trademarked.
  • Domain Name Availability: Confirm that your LLC name, or a close variation, is available as a domain for your business website.
  • Social Media Handles: Secure consistent usernames across key social media platforms to maintain a cohesive brand identity.

Thoroughly searching across these platforms helps avoid legal disputes and brand confusion later.

Understand LLC Naming Rules and Restrictions

When choosing an LLC name, it’s important to understand the specific rules set by your state’s Secretary of State. Common requirements across most states include:

  • The name must include “Limited Liability Company,” “LLC,” or a similar designation.
  • The name cannot include words that could confuse your business with a government agency (such as “FBI,” “Treasury,” or “State Department”).
  • Some states restrict the use of certain professional terms like “Bank,” “Insurance,” “Attorney,” or “University” unless additional licensing or approval is obtained.
  • The name must be distinguishable from other registered business names within the state.

Always check your state’s naming guidelines before settling on a name to avoid rejection of your LLC filing.

Frequently Asked Questions

  1. Can two LLCs have the same name if they are in different states?
    Yes, LLC names are registered at the state level. Two businesses in different states can technically have the same name, but this can still create trademark issues if one name is federally registered or actively used across state lines.
  2. How long can I reserve an LLC name before filing?
    The reservation period varies by state, typically ranging from 30 to 120 days. Some states also allow renewal of the reservation for an additional fee.
  3. What happens if my chosen LLC name is rejected?
    If your name is rejected due to similarity with another business or for failing to meet state naming rules, you’ll need to submit an alternative name. This is why it’s wise to prepare a list of backup names before filing.
  4. Should I hire a professional to help with choosing an LLC name?
    While not required, consulting with a legal professional can help ensure your name complies with state laws, avoids trademark conflicts, and aligns with your business strategy. You can find experienced business attorneys on UpCounsel for guidance.
  5. Can I trademark my LLC name?
    Yes, you can apply for a federal trademark through the USPTO to protect your LLC name. Trademark protection helps prevent other businesses from using a name that is identical or confusingly similar, particularly across state lines or in related industries.

If you need help with choosing an LLC name, you can post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools, such as Harvard Law and Yale Law, and average 14 years of legal experience, including work with or on behalf of companies, such as Google, Menlo Ventures, and Airbnb.