Key Takeaways:

  • Choosing the right LLC name involves creativity, compliance with state laws, and consideration for branding and online presence.
  • Your LLC name must be unique, distinguishable, and include an LLC designator (e.g., “LLC,” “L.L.C.,” or “Limited Liability Company”).
  • A personal name can be used in an LLC name but may limit brand flexibility; consider long-term business goals before deciding.
  • Most states allow you to reserve a name before filing Articles of Organization, usually for 30–120 days.
  • You should check both state databases and the USPTO trademark database to avoid legal conflicts.
  • Online domain and social media availability are key to building a cohesive brand.
  • If your LLC name differs from your customer-facing name, you may need a DBA (Doing Business As) registration.

How to LLC a name? Getting a name for an LLC is done by reserving a name with the office of the Secretary of State and then filing the Articles of Organization. Your LLC's name should be distinguishable from the names of other entities in the state and should contain an LLC descriptor. The name should ideally be unique and descriptive of the goods or services your company offers.

How to Come Up with Your LLC's Name

You should consider a number of factors when brainstorming a name for your company. You could compare a number of potential names before zeroing in on one name. An ideal name for an LLC should have the following qualities:

  • Unique
    Your clients or customers should be able to distinguish your company from other companies. LLC owners should, therefore, make an effort to get a name which is distinguishable. Getting a unique name is a trend for modern online businesses. The name should also be memorable so that first-time customers can easily remember it and bring business in in the future.
  • Descriptive
    A name that describes the services you offer can reduce the amount of effort you need to put into Public Relations and advertising. People would, for example, easily identify “Smith Ice Cream LLC” as an ice cream business compared to when it is called “Smith Services LLC.”
  • Online availability
    Your business needs an online presence to thrive. The corresponding website domain and social media handles of a name should ideally be available for a company to reduce its PR and advertising efforts. Registering a name that is available online can minimize the chances of confusion and save the company fees from buying a domain that is already in use.

Using Your Personal Name in an LLC

You can include your personal name in your LLC if it aligns with your brand vision. For example, “Jane Smith Consulting LLC” may be appropriate if you want to leverage your personal reputation and create a direct association with your services. However, using your personal name can also limit flexibility if you plan to sell the business, expand into other products or services, or bring in partners.

Pros of using your personal name:

  • Builds immediate trust if you already have industry recognition.
  • Helps establish a personal brand.
  • Makes you easily identifiable in your market.

Cons of using your personal name:

  • May be harder to sell or transfer the business.
  • Can limit perceived scope if you expand into unrelated industries.
  • Less SEO-friendly if customers search for services rather than names.

If you use your personal name, ensure it still meets state naming rules and is distinguishable from other registered entities.

How to Register an LLC Name

LLC names are normally registered with the Secretary of State of the state where the company intends to do business. Name registration is normally a two-step process and it involves the following procedures:

  • Name reservation
    Name reservation is not a requirement in some states but it recommended for LLCs that want to register. The reservation is normally done with the division of corporations in the office of the Secretary of State. Most states allow potential business owners to reserve a name for 30-90 days. This can help the LLC to avoid scenarios where the business files the Articles of Organization with a name that is already in use. Many states have an online database where potential LLCs can look up names to see if they are available. Name reservation normally costs $10-$100. Foreign companies are usually charged slightly more for name reservation.
  • Filing the Articles of Organization
    To be formally registered, LLCs must file a one-page document called the Articles of Organization. This document is normally submitted to the office of the Secretary of State. A fee of $40-$500 accompanies this filing and the filing confirms the name of your LLC.

Checking Name Availability and Trademark Conflicts

Before filing, verify that your chosen LLC name is available at both the state and federal levels. Steps include:

  1. Search your state’s business registry – Usually provided by the Secretary of State, this database shows all registered and reserved business names.
  2. Check the USPTO database – A federal trademark search will reveal whether the name is protected at the national level.
  3. Consider future protection – If your brand will operate nationwide or online, registering your own trademark can protect your name from infringement claims.

Note: Even if your state approves your LLC name, you could still face trademark disputes if another business has federal protection for a similar name.

Naming Requirements

States have guidelines for naming an LLC. Typical requirements for an LLC name include the following:

  • Inclusion of a company descriptor
    The name must contain an LLC descriptor. The descriptor might be in the form of the phrase “LLC, “Limited Liability Company”, or “L.L.C.”
  • Distinguishability
    LLC's names are required to be different and distinguishable from the names of other entities in the state. Potential LLC owners can compare the name they want to register with names of already-registered entities to see if they are distinguishable. Many states do not allow new LLCs to register a name whose only difference with an existing name is a two-letter prefix or suffix.
  • Restricted names
    Some words are restricted to businesses whose purposes mirror the word. Words like “bank” and “Insurance” are restricted and need the approval of the office of the Secretary of State.
  • Prohibited names
    To avoid confusion with other bodies, certain words cannot be used as a part of an LLC name. Such words include words that are similar to the names of federal and state agencies.
  • Trademark requirements
    The chosen name should not infringe on the trademark of any US entity. You can check out trademarked names on the online database of the US Patents and Trademark Office.

DBA (Doing Business As) and Alternate Names

If you want to operate under a name different from your LLC’s legal name, you’ll likely need to register a DBA (Doing Business As), also known as a trade name, fictitious name, or assumed name.

  • Purpose: Allows you to market your business under a more brand-friendly or descriptive name while maintaining the LLC’s legal protections.
  • Example: “Smith Enterprises LLC” might register a DBA for “Smith Marketing Solutions.”
  • Registration: Rules vary by state, but DBA filings are typically done with the Secretary of State or county clerk.

Remember, a DBA does not replace your LLC’s legal name—it simply allows you to use an alternate name for branding and operations.

Frequently Asked Questions

1. Can I use my own name for my LLC? Yes, as long as it meets state naming requirements and is distinguishable from existing entities.

2. Do I need to reserve my LLC name before filing? Not always, but it’s recommended to prevent others from registering it while you prepare your filing.

3. What if my desired LLC name is taken? You’ll need to choose a different name or modify it to be distinguishable under state law.

4. How do I check if my LLC name is trademarked? Use the USPTO trademark search tool to see if your desired name is federally registered.

5. Can I have more than one name for my LLC? Yes, you can operate under your legal LLC name and register a DBA for alternate branding.

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