Starting an LLC is one thing; choosing a distinctive, memorable LLC name that tells people what you do is another.
And even when you have an LLC name that’s unforgettable and informative, it must still meet your state’s naming rules and shouldn’t conflict with someone else’s trademark.
Fortunately, it’s possible with the right approach. This guide covers the best tips for naming your LLC and the naming requirements most states share, so you can choose the right one for your business.
LLC name checklist
| Item | Details |
|---|---|
| Required ending | LLC, L.L.C., or Limited Liability Company (some states accept others, such as Ltd. or LC) |
| Must be distinguishable | From names already on file with your state |
| Restricted words | Bank, insurance, trust and similar words often need regulator approval |
| Not allowed | Corporate endings like Inc. or Corp., and names that imply a government agency |
| Check before filing | State business entity search, USPTO trademark search, domain availability |
| Hold a name | Most states offer name reservation, usually for 60 to 120 days |
Tips and best practices for naming your LLC
Your LLC’s name has several jobs to do. It must make a positive first impression with your target audience, distinguish you from your competitors, be original, and, above all, be memorable.
You’ll also use your LLC name for all things legal, like applying for an EIN, opening a business account, and signing contracts.
These five tips help you get it right.
1. Make it original and memorable
It’s obvious why a business name must be original and memorable, right?
However, can you remember the names of 3 new small businesses you recently used? Tricky, isn’t it? Say you could remember 1 or 2. Now think about why you remember them.
Is it a witty play on words? A clever compound? Or a fun pun, like an ice cream shop called Game of Cones? Names like that stick because they make people smile and are easy to repeat.
Memorable LLC names are short and catchy; they roll off the tongue, and if they make us smile, even better.
2. Make it easy to spell and pronounce
Sorry, how do you spell that? It’s a question you never want to hear, because the moment your name confuses a potential customer, they’ll look elsewhere.
Choose a name that’s easy to spell and pronounce, and avoid special characters or deliberate misspellings, so people remember it. That way, when potential customers search online, they’ll find your business.
3. Consider the future
Where do you see your business 5 years from now?
Your answer counts, because your LLC name should support where your business is going.
You can future-proof your LLC name by not making it product- or location-specific. For example, if you name your business after a single product or service, it’s harder to expand into other markets.
Instead, consider the problems your product or service solves for your target audience and how it makes people feel. Then name your business to reflect your unique value and spark your ideal client’s interest and imagination.
4. Consider your domain
Odds are you’ll need a website for your new LLC, which requires a domain name. Ideally, your domain should match your business name and use a common top-level domain (TLD) like .com.
To check your name’s availability, do a general internet search and look the domain up with a domain registrar.
5. Keep branding in mind
Branding is how you engage your target audience and project your message. What are you selling or providing, and how do you solve your target audience’s pain points?
Your business name plays a big part in that, so before you pick one, answer four questions.
- What do you do for your clients?
- How do you do it?
- What adjectives do you want people to use when describing your business?
- How do you want them to feel about your brand?
Now use those words in your LLC name to convey a feeling to your target audience. And if your industry allows, add some fun, since playful names are easier to remember.
LLC name guidelines and requirements
You register your business name when you file your LLC’s articles of organization with your Secretary of State’s office.
Articles of organization are the legal documents you file to form the LLC. The catch is that if your state rejects your business name, it’ll also reject your LLC filing.
Every state has its own rules for naming an LLC. Most are similar, but requirements vary, so check your state’s LLC naming rules before you file. These are the rules most states share.
End the name with an LLC designator
Your LLC name must include a designator. Every state accepts “Limited Liability Company,” “LLC” or “L.L.C.,” and some states also accept versions like “Limited Company,” “LC,” or “Ltd.” Check your state’s list.
Don’t use another entity type’s ending
You can’t use endings that belong to other entity types, such as Corporation, Corp., Incorporated, Inc., or Limited Partnership.
Avoid words suggesting a purpose you don’t have
You can’t use a name that misleads people or implies your business is something it’s not. Words like bank, insurance or trust usually need approval from the state agency that regulates that industry.
Don’t imply a licensed profession you don’t practice
Words tied to licensed professions, such as medical, legal or engineering terms, often require proof of licensing, and some states require those businesses to form a professional LLC (PLLC) instead.
Don’t use offensive words
Many states reject names with obscene or offensive terms. Nor should you use names that promote or suggest illegal activities.
Don’t suggest a government connection
Most states restrict words that could make a business look like a government agency, such as federal, national, state, or police.
Once you follow your state’s LLC name rules, your name should be approved. Before you file, check your state’s business name search tool to avoid disappointment.
Check your business name availability with your state
Your LLC name must be distinguishable from the names of other businesses already registered in your state. Small changes, like adding “the,” changing punctuation, or switching “LLC” to “Company,” usually don’t make a name distinguishable.
Use your state’s business entity search to check your name’s availability before you file. If you aren’t ready to form yet, most states let you hold a name through LLC name reservation.
But a state name search only confirms that the name is available for a legal entity in that state. Two LLCs in different states can have the same name, and either one could still conflict with a federally registered trademark.
Next, run a federal trademark search.
Check the USPTO for trademarked names
Trademarks stop businesses from using names, logos, and taglines that are confusingly similar to someone else’s.
So even if your name is available as an LLC in your state, you might not be allowed to use it if someone else owns a trademark for it in your field. Check by searching the USPTO trademark database.
If your name looks clear, you can protect it for the products or services you offer by applying for trademark registration. Learn how the two protections differ in trademark vs. LLC.
When to consider a trademark
Choosing the right name for your LLC, confirming its availability in your state, and building a brand around it takes time and money. If someone else already has trademark rights in that name, you could waste both.
Even a local brick-and-mortar business with no plans to expand could be stopped from using a name if another company has earlier trademark rights to it.
With that in mind, the best time to consider a trademark is when you choose your LLC name and confirm its availability in your state.
Registering a trademark has other benefits too.
The benefits of trademarking
A trademark identifies a specific business as the source of its product or service, helping to build a reputation and establish trust with its customers.
A federally registered mark gives you nationwide rights to use your name for the goods or services in your trademark class.
Registration also makes it easier to protect your brand against infringement, including by suing in federal court.
LLC name vs. DBA
Reasons for using a DBA
Many businesses use a memorable brand name instead of their official LLC name to increase public awareness.
For example, say Richard Cunningham starts a linoleum supply and fitting business with a generic name like RC Linoleum LLC. Later he decides he needs a more memorable brand name, so he files a DBA to trade as Lino Ritchie.
DBA stands for doing business as. It’s a name an individual or company uses to trade under something other than its legal name.
While an LLC and a DBA both let you do business under a chosen name, only an LLC is a legal business structure that protects its owners. A DBA is just a trade or brand name, often used for marketing.
DBA advantages
Using a DBA lets you operate under an engaging brand name while keeping the liability protection of your LLC. Most states require “Limited Liability Company” or an abbreviation in your LLC name, which doesn’t always suit marketing materials.
You still need to use your LLC name on all official documents. And a DBA doesn’t give you exclusive rights to the name; for that, you can register it as a trademark with the USPTO.
Depending on your state, an LLC files a DBA with the Secretary of State, the county clerk, or both. Check that office’s records to see whether your chosen DBA is available.
What happens if your name is already taken?
It’s common to think of the perfect name only to discover it’s already taken. You can often tweak the name enough to make it available while keeping its core message.
How to tweak your business name
Try adding a meaningful word, such as your city, a descriptor of what you do, or a distinctive word that fits your brand. Rearranging words or using a synonym can also work. Then run the state search, trademark search and domain check again, since a name that clears one may not clear the others.
Next steps
Naming your LLC is a chance to create a unique brand that connects with your target audience. You just need a little inspiration and imagination. The tips above can help you choose a memorable name. Then follow your state’s rules to get it approved, and consider a trademark to protect it. If you ever want a new one, you can change your LLC name later.
FAQ
No. Your LLC’s legal name is the one on your articles of organization, but you can do business under a different name by registering a DBA, also called an assumed or fictitious name.
It can make sense if clients already know you by name. The downsides are that a personal name is harder to trademark and harder to sell with the business later.
Add a designator your state accepts, such as LLC, L.L.C., or Limited Liability Company, at the end of the name. Some states also accept LC or Ltd.
Yes. File articles of amendment (or your state’s equivalent) with the Secretary of State and pay the fee, then update the IRS, your bank, licenses and contracts.
No. State registration only reserves the name in that state. A federal trademark is what gives nationwide rights to a name for your goods or services.