How to Name Your LLC
A good LLC name has to do more than sound good. It must satisfy your state's entity-naming rules, be available for registration, and make sense for how you plan to market the business.
State approval also does not automatically give you trademark rights, a domain name, or permission to use the name everywhere.
Start with your state's naming rules
Each state sets its own rules.
Common requirements include an LLC designation such as "LLC" or "Limited Liability Company" and restrictions on names that are too similar to existing entities. Some words may be restricted or require approval because they imply a regulated activity.
Check the current rules on the official state business-registration website.
Search the state's entity database
Before filing, use the state's official business-name search.
An available result is useful, but it is not the end of the analysis. State entity-name availability and trademark rights are different questions.
Check trademark issues
A state can accept an LLC name even though another party may have trademark rights that affect how the name can be used.
For a business planning to build a substantial brand, consider searching federal trademark records and getting legal advice when appropriate.
Check the domain and practical brand use
Also consider:
- • domain availability
- • common misspellings
- • social-media handles
- • whether customers can pronounce and remember the name
- • whether the name is too narrow if the business expands
- • whether it creates confusion about what the company does
These are branding considerations rather than state formation rules.
LLC name vs. DBA
Your LLC name is the legal entity name registered with the state.
A DBA is a name the company uses in business that differs from its legal name. Depending on jurisdiction, it may be called an assumed name, trade name, or fictitious name.
Example:
Legal entity: North Star Hospitality LLC
Public-facing name: North Star Events
The LLC may need to register the public-facing name as a DBA depending on applicable rules.
Read What Is a DBA? and Does an LLC Need a DBA?
Does reserving a name create the LLC?
No. A name reservation, where available, is generally separate from filing the formation document.
The LLC exists when the applicable state formation requirements are satisfied, not merely because you searched or reserved a name.
Next step
Once you have selected an appropriate name, the next formation step is usually preparing the state's formation filing.
Read LLC Articles of Organization
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