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Look for a Wisconsin DBA registry and you will not find a clean one. The state's Department of Financial Institutions (DFI) runs a trademark and trade name program, and that is what the DFI offers to someone who wants a business name on record. Its pages are the source for this guide: the trademark FAQ and the general information page.
Is a Wisconsin DBA required?
No. The DFI says a registration is not required but is a good way to notify the public that a name or mark is in use. Because it is optional, the DFI notes it holds only a partial listing of the marks used by businesses and individuals in Wisconsin. A missing name in its records does not prove a name is free.
Who can file and what does it cost?
The Trademarks Bureau accepts an application from an individual or any type of business organization or entity, as long as the mark is not already registered with the DFI. The filing fee is $15 for each name, phrase, design or logo. Every item needs its own application.
The application is filled out in the Trademark File Online system, where an account is free. You then print it, sign it in front of a notary and upload the notarized form. The DFI accepts filings and requests online or in person only.
What does the DFI filing not do?
Two things matter if you run an LLC.
- It does not register the entity. The DFI says to use its Business Entities section to form an entity, register an existing one or reserve a name in the business records.
- It does not give you ownership. Rights come from use in Wisconsin.
So the order is: form the LLC first, then decide if you want a trade name on record. Our Wisconsin LLC guide covers the formation. For the choice between the two, see DBA vs LLC.
How long does it last?
A registration expires 10 years after it is made, unless you renew within six months of the date it expires. Cancelling or amending is free for authorized parties. When you stop using the name, cancel it so the record does not mislead.
How do you search Wisconsin trade names?
The DFI's Trademark Search is free, with or without an account. You can search by registrant name or by trademark description, and pick Starts with, Contain or Exact match. A trademark number finds a single record. Because the program is optional and partial, a search is a clue only. Our DBA search guide shows how to cross-check, and the LLC name search guide covers entity names.
What should you check before you file?
- Search the DFI trademark records for the name, so your application is not refused for an existing mark.
- Check that your LLC is formed and in good standing under the exact legal name.
- Decide who signs. The form is signed in front of a notary, so plan the timing.
What about county records?
The DFI pages describe the DFI filing and not a county one. We did not read a county page, so we cannot say what a Wisconsin county records office accepts or charges. If you are a sole proprietor, ask your county before you pick a route. Neighboring Michigan treats this differently, as Michigan DBA explains. For general steps see how to file a DBA.
For licenses and tax permits, see the Wisconsin business license guide. This page does not cover county fees, city rules or federal trademarks.