The name should create a positive impact on the customer. An example is MailChimp which is lighthearted and ties into a fun mascot. The name should be easy to say and spell, and indicate what the business does, without appearing dated.
Legal Requirements
The LLC’s name must not be the same as any other business in the state, including LLCs. The state’s database of registered names may verify names.
Prohibited Words
- Savings bank
- Bank
- Banker
- Trust company
- Fiduciary
- Banking company
- Caisse populaire
- Plurals or derivatives of these terms
DBA and Acronyms
The purpose of a DBA name is to notify the public a person or business is conducting business under another name. "Co." is an abbreviation for company, representing a collective for an association of people working together commercially.
Availability and Trademarks
Before choosing a name, ensure its availability:
- Search the Secretary of State website for the business name.
- Check if the name is trademarked using the U.S. Patent and Trademark Office (USPTO)’s Trademark Electronic Search System (TESS).
Name Changes and Legal Structures
A name that is unique but doesn’t explain what the business does may confuse customers. If necessary, a name can be changed, but consider the legal and public relations implications of such an action.
Possible Endings for a Business Name
- LLC
- Ltd
- Inc
- Co
An association of people working together in a business can be structured in various ways—LLC, Ltd, Inc, or Co—depending on the business type, liability protection, number of members, and tax status. You cannot use an existing DBA name or one that is registered with the USPTO.