How To Get a Business Name: 4 Common Methods

One of the first (and most exciting) steps to starting a business is finding a name for it. Often, you can operate as a sole proprietorship using your own name. But you don’t get any business registration benefits. If you want to operate using anything other than your legal name, you’ll probably want to secure your business name.

It can be frustrating to find the perfect name, only to learn that it’s already taken. Even if your chosen name is available, registering a business name can protect against others trying to use it. Properly registering your business’s name also makes it easier to grow your business and protect its legal rights.

The naming process can involve up to four different methods. We’ll describe what these methods are and how to use them. We’ll also explain where you can get help if you have questions when choosing a business name.

First things first: Check if your name is actually available

After brainstorming a few business name ideas, you can check to see if they’re available. Several tools are available online for state, federal, and domain level searches.

• State level: Search your Secretary of State’s business website. There should be a database where you can search for registered businesses by name.
• Federal level: You can search for registered trademarks using the United States Patent and Trademark Office’s (USPTO) Trademark Search system.¹ A thorough search requires different combinations of search words and spellings. Start your search with the Wordmark option. This will look for registered marks that contain the search term(s).
• Domain level: Businesses can register domain names using a registrar service. You can find accredited registrars on the Internet Corporation for Assigned Names and Numbers (ICANN) website.² Also, complete an online search for existing social media handles or usernames.

When completing these searches, search for variations of your potential business name. This includes alternate spellings and partial name searches. Lastly, have two or three backup alternatives in case your first choice isn’t available.

Four ways to secure your business name

You can choose from several methods. Which one you choose can depend on the structure of your business and how you plan to market it.

For instance, if you rely on a unique name for your business, you might want to trademark it. If you just use your personal name as your “brand,” then a trademark probably isn’t necessary. Here’s a summary of four types of name registration:

Register an entity name

During entity formation or incorporation, the name you choose is a key requirement. It’s handled at the state level; you can search for names and apply with the secretary of state. Each state has different rules about words you can and can’t use, plus how to identify your business type. Once registered, other businesses in the same state can’t register the same business name as yours. 

File a DBA (Doing Business As)

A DBA is an additional name for a business that’s different from its legal name. If you want to use a name publicly that’s different from your legal business name, you can register a DBA.

For example, a sole proprietor often operates under their personal name. If they don’t want to use their personal name, a DBA is an option. Or a company in one particular industry might wish to branch out into a new and unrelated business but use the same legal entity for operations. Creating a DBA makes all of this possible without having to set up a new LLC or corporation. However, a DBA offers no liability protection for the owner.

Get a federal trademark

Registering a trademark allows you to legally enforce your rights if any other entity in the U.S. uses it. Trademarks can be words, phrases, symbols, sounds, colors, or a combination.⁴ You can also register trade dress, which are product characteristics like shape and packaging, as long as they are non-functional and clearly distinctive.

A Trademark registration offers protection across all 50 states. You’ll need to register your trademark with the USPTO.

It’s possible to have limited trademark protections without federal registration, but they are harder to enforce. When you use your business or brand name, you gain certain unregistered protections, but you should speak to a lawyer to understand how far they extend.

While trademark protection is robust, trademarks require you to actively use and defend them. If you don’t, you could lose protection. Your responsibility to your trademarks can become a significant business expense.

These are some reasons why you may want to consider trademarking your business name:

• You want to expand your business to other states and you rely heavily on its brand for marketing to new customers.
• You want the option to generate income by licensing your business name to other entities.
• You worry about other businesses using a brand or business name that’s confusingly similar to what your business uses.
• Most of your business’s sales occur online.

Trademark registration and enforcement has a cost, so as a business owner, you must weigh the benefits of a federal registration against cost and ongoing administration. Intellectual property and trademarks are complex topics, so you should consult a lawyer to understand your options, rights, and responsibilities.

Secure your domain name

If you want your business to have an online presence, it’s important to have a website address (domain name). Ideally, this domain name will relate to the business’s name or brand. 

Register your domain as soon as you can. This is important because anyone can buy an unclaimed domain. Sometimes people will register domain names for profit and try to sell them back to you.

Domain names can have multiple “extensions,” and each version is unique. For example, if you register “verycoolbusiness.com” someone else can register “verycoolbusiness.org” or another extension like .ai, .net, .co, .io, etc.

You can register multiple common versions of your business’s domain name and then “redirect” them to your main website. That means that when someone types “verycoolbusiness.net” their browser sends them to “verycoolbusiness.com” instead.

Where to get help with your business name

If you need help protecting your business name, a lawyer can explain the various options and let you know which approach might be best for you. LegalShield® provider lawyers can answer your questions about business names and trademarks. For example, it might be better to register a DBA instead of creating an LLC or applying for a trademark.

A provider lawyer can also offer guidance as your business grows. Having a provider lawyer review contracts and vendor agreements can help protect the rights of your business. Get started today with a LegalShield® Small Business Plan.

Frequently asked questions

How much does it cost to register a name?

The cost to register a business name depends on the type of registration. It’s normally cheaper for something like a domain name or DBA registration. Costs will usually be higher to form an entity, as that includes the process of setting up an LLC or corporation plus other expenses like preparing an operating agreement or bylaws, and other documents required by law. Filing for a trademark also has a significant cost, as fees include filing, grant, and maintenance fees during the life of the trademark.

Is registering a business name the same as starting an LLC?

Registering a DBA isn’t the same as starting an LLC. Starting an LLC forms a business with liability protection. This is different from a DBA, which is simply legal recognition for a name that’s different from the business’s legal name.

Can I change my business name later?

Yes, you can change your business name later. The exact process depends on your business’s current form and what you’re trying to change.

If you’re trying to change your business’s legal name, you’ll likely need to file an amendment with the state, update your bank accounts and EIN, amend your contracts, and other administrative changes. If you want a new name for marketing reasons, then you can file a new DBA at the state or local level.

Do I need a lawyer to register my name?

It depends on what method of registration you are pursuing. In some cases, you might feel comfortable filing a DBA with the state or purchasing a domain name. But forming an entity or filing for a trademark are more complex legal activities, so consulting with a lawyer is a good idea.

Sources:

1 United States Patent and Trademark Office. (2026, April 21). Search our trademark database. https://www.uspto.gov/trademarks/search  

2 ICANN. (2026, April 21). Accredited Registrars. https://www.icann.org/en/contracted-parties/accredited-registrars/list-of-accredited-registrars

3 U.S. Small Business Administration. (2026, April 21). Choose your business name. https://www.sba.gov/business-guide/launch-your-business/choose-your-business-name 

4 United States Patent and Trademark Office. Trademark examples. https://www.uspto.gov/trademarks/basics/trademark-examples 

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