How to Set Up a DBA in Wisconsin

What is a DBA?

A DBA is an acronym for “doing business as,” sometimes known as a fictitious name, trade name, or DBA name, depending on which state you are acquiring, and is a state-level name that your company can use to do business under. Or, in simpler terms, a DBA is just another name you can use for your business.

Sole proprietors can benefit greatly from using a DBA because instead of using their own name to run their business, they can use a DBA to operate under a different name, which makes your company look more legitimate and trustworthy to future consumers. 

If you are thinking about a unique business name for your startup as a sole proprietor, the next step would be DBA filing to make sure the name of the business you thought about could be the legal name for your business. When you register for LLCs, general partnerships, or any type of business entity, acquiring a DBA is a good way to start. 

How to search DBA names in Wisconsin

The first step in setting up a DBA in Wisconsin is thinking of a unique name for your business. When choosing a name, it has to meet state-specific requirements, such as being unique and relevant to your business. If you want to make sure the name you had in mind is available to be trademarked, here is a step-by-step guide on how to do so:

There are also specific requirements when considering a name you want to use for your business. For example, you cannot use the word “insurance” unless your business has something to do with insurance, and you cannot use any words that insinuate your business is connected to illegal activity.

In addition, the words, “architecture,” “engineering,” and “design” cannot be used without further government approval.

When filing for a DBA, you must go through the Department of Financial Institutions in Wisconsin. The first step is to make sure the name you had in mind is free to use, and you can find out with their simple name search tool. 

Once you are on the search page, take your list of names and search each one for availability. Note that in other states, you need to go to the Secretary of State’s website to search for a business name. But it is different in the case of Wisconsin.

If the search results show an existing business with the name you wanted, you can’t use it. No two businesses can have the same name. If there aren’t any businesses with your preferred name, you can register it as your fictitious business name or trade name with the Department of Financial Institutions.

Note that you can either register in person or online through their online portal. 

Cost to get a DBA set up

Getting a DBA setup in Wisconsin only costs $15 for ten years. The renewal price is also $15, and you can file everything online at the Department of Financial Institutions website. You can do it in person and pay cash or pay via credit card when you do the process online.  

How to register a DBA in Wisconsin

Now that you have gathered everything you need and have a business plan for your startup, it’s time to register for a DBA. Here is the quickest way to get your trade name on the way:

To file online, go through the state’s portal and fill out the online forms. You can also input your credit card information through their secure payment method to pay the $15 filing fee.

You need to set up an account, which also allows you to change any details and manage your application. 

If you plan on filing the DBA in person and paying with cash, you must visit the Wisconsin Department of Financial Institutions in Madison, WI. However, if you don’t live in Madison or anywhere near Madison, you can file online or mail the paperwork in.

Once you are done filing, you must wait for the state to approve your application. It usually takes three to five days, but it may take longer if there’s a backlog.

When approved, you’ll receive a name certificate in the mail. If it takes longer than a week, you can follow up on your application by calling or sending an email to the Department of Financial Institutions. 

What comes next

Once you have your name certificate, you probably wonder what to do next. Well, if you already have the necessary business permits and licenses to operate, have all the equipment you need to operate, and have the products you want to sell, you can now start generating income from your new business.

Here are a couple of steps you may need to take to get your business up and running:

Although getting a domain is not necessary for all types of businesses, some small businesses benefit from getting their business online and building an online presence. If you already have social media accounts for your business, you can take it up a notch and add an extra layer of legitimacy by getting a domain name. A domain name can help you broaden your reach, generating more leads and eventually increasing sales in the future. 

An EIN, also known as a federal tax identification number, is used to identify a business entity. Your DBA can benefit from an EIN because it will allow you to legally hire employees to work for you. You can easily file for one by visiting the IRS website.

Opening a separate bank account for your business is an easy way to manage your business’s finances. Having a DBA will allow you to open a bank account under your trade name, which is an excellent way to make your business more legitimate in the eyes of potential customers. Plus, you can easily track your expenses and profits, which will allow you to make better operating decisions as you grow your new business. 

Some businesses, especially professions that require licenses, are required to get the necessary permits before legally operating. Although small businesses in Wisconsin are not required to register for general business licenses, professions like barbers or accountants need a license to offer their services. You can visit the Wisconsin Business website to see which licenses you need to operate your business.

Note that each license requires a separate filing fee, and this process is where the money can add up. 

Who is a DBA best for?

A DBA is best for a sole proprietorship that wants to operate or do business under a different name other than its legal name. For sole proprietors, a DBA allows them to work under an assumed name of your business without having to file or open a separate LLC business structure.

Note that a DBA is different from an LLC or any other business entity. While your LLC is a formal business structure, a DBA is another name your business can operate under. However, an LLC is a legal entity that can also benefit from having a DBA for business growth and creating separate entities within a growing small business. 

For example, suppose you already own a small business that sells one thing. In that case, you can also expand and create a separate legal entity with a DBA to differentiate between these two businesses regarding legal protections and liability. 

Why would entrepreneurs choose to set up a DBA in Wisconsin?

There are many reasons to get a DBA instead of an LLC or any other business entity, especially when you are just starting. With that in mind, here are some of the benefits of starting a DBA in Wyoming: