After starting a business in Wisconsin, you may be curious about operating under a different name. Perhaps your business operations have changed, you’d like to expand your offerings, or you want to market your company according to evolving customer needs. Obtaining a DBA in Wisconsin is a simple process that can provide your business with the ability to expand and gain more credibility. Here’s all the information you need to get started.
What is a DBA in Wisconsin?
A DBA, or “doing business as” name, allows a business to operate under a name that is different from its legal entity name. For example, if Frank's Hot Dogs LLC wants to do business as "The Best Hot Dogs in Town," the owners should apply for a DBA with the Wisconsin Department of Financial Institutions (DFI). In Wisconsin, DBAs are referred to as "trade names."
When do you need a trade name in Wisconsin?
Wisconsin doesn’t require businesses to file trade names. Rather, the state notes that trade names are beneficial for making a name public and alerting customers, lenders, and other parties that the name is in use. The Wisconsin DFI FAQ page specifically states, “Rights and ownership in Wisconsin of a Trademark are gained through usage, not through the registration.”
Business entities may choose to register a Wisconsin trade name in the following cases:
- Sole proprietors operating under any name other than their legal name
- Partnerships using a name that doesn't include all partners' surnames
- LLCs and corporations conducting business under a name different from their registered entity name
- Any business entity that wants to operate multiple brands or divisions
Filing a DBA also provides practical benefits, allowing a company to open bank accounts, write contracts, advertise, and establish a line of credit—all under its trade name.
How to file a trade name in Wisconsin (step-by-step)
Step 1: Search trade name availability
Before filing your trade name, verify that it’s not already registered as an entity name by searching the DFI’s Search Corporate Records database. If it’s not already in use by a registered entity, then conduct a trade name search using the DFI’s Trademark Search database. Wisconsin doesn’t reject trade name applications using similar trade names to those already on file, but it’s in a business’ best interest to choose a distinguishable trade name to avoid any future conflicts.
For further distinguishability, it’s also a good idea to confirm that your desired trade name isn’t being used on social media or in domain names by searching online.
Step 2: Complete the trade name application
Now it’s time to complete your Wisconsin trade name paperwork. Navigate to the DFI’s online Trademark Registration and Uniform Commercial Code Filing System, and click “Create User.” Enter all the required information and create your free account.
From your account, you’ll start the trade name application process. To begin, go to “Filings > Trademark” and select “Trademark Registration.” Fill out all the required information, then print the application, save your unfinished filing, and get the application notarized.
Once the application is notarized, you’ll sign back into your account, upload the notarized form, and submit.
Step 3: Submit the filing and pay fee
Submit your completed, notarized application from your online DFI account and pay the $15 fee.
Applications can be submitted online through the DFI portal or in person at the agency’s office in Madison:
Wisconsin Department of Financial Institutions
Division of Corporate and Consumer Services
4822 Madison Yards Way, North Tower
Madison, WI 53705
Step 4: Receive confirmation and certificate
Once processed and approved, you'll receive confirmation of your trade name registration from the Wisconsin DFI. If you need certified copies of your trade name to open bank accounts or conduct other business activities, you can obtain these through your online DFI account after paying the $10 fee.
How much does it cost to file a trade name in Wisconsin?
The Wisconsin DFI charges a filing fee for trade name registration. As of 2025, the application fee is $15.
Additional costs may include:
- Renewal fees: $15 (every 10 years)
- Trademark copy request: $5
- Trademark certified copy request: $10
Check the current fee schedule on the Wisconsin DFI website, as fees are subject to change.
How do I renew, change, or cancel a trade name in Wisconsin?
Trade name renewal
Wisconsin trade name registrations remain active for 10 years from the date of registration. Businesses must renew their trade name six months before the expiration date. You can do this through your DFI account, where you’ll also pay the $15 fee.
Changing your trade name
You can amend your trademark information (e.g., business address updates, change of contact information, etc.) for free through your online DFI account. However, if you want to update your DBA, that requires applying for a new trade name.
Canceling your trade name
If you no longer need your trade name registration, you can cancel it through your online Wisconsin DFI account. An authorized signer must be the one to cancel an active trademark. Trade name cancellations are free.
DBA vs. LLC in Wisconsin: What's the difference?
Understanding the distinction between a DBA and an LLC in Wisconsin is crucial for business owners.
DBA (trade name)
- Legal structure: Does not create a separate legal entity
- Liability protection: Provides no liability protection for the owner
- Tax implications: Does not change how your business is taxed
- Purpose: Allows operating under a different name for branding purposes
LLC (limited liability company)
- Legal structure: Creates a separate legal entity under Wisconsin state law
- Liability protection: Provides personal liability protection for owners
- Tax implications: Offers flexible tax election options
- Purpose: Provides legal protection and business structure
Important note: Getting a trade name registered doesn't change how your company is taxed or provide any liability protection under Wisconsin state law. If you need legal protection for your personal assets, consider forming an LLC instead of, or in addition to, filing a DBA.
How LegalZoom can help with your Wisconsin trade name filing
When you're ready to file a trade name in Wisconsin, LegalZoom can help streamline the process. Here’s what our DBA services can do for you:
- Search the Wisconsin business name database to identify potential conflicts before filing
- Prepare and filing your trade name paperwork with the Wisconsin Department of Financial Institutions
- Provide access to experienced attorneys who can answer specific questions about your Wisconsin trade name registration
- Offer ongoing support for business compliance and legal needs
FAQs about Wisconsin DBAs
Do I need to publish a trade name notice in Wisconsin?
No, Wisconsin does not require publication of trade name notices in newspapers. This differs from some states that mandate public notice through newspaper publication, such as a California DBA.
How long does it take to process a DBA in Wisconsin?
The Wisconsin DFI website does not list processing times for trade name applications, but expect it to take a few days.
Can I file a DBA online in Wisconsin?
Yes, the Wisconsin Department of Financial Institutions offers online filing options for DBAs (trade names) through their trademark portal, making the process more convenient than in-person application submissions.
Do I need a Wisconsin address to file a DBA?
There is no Wisconsin address requirement for filing a DBA in the state. However, remember that even if you’re a foreign business entity applying for a trade name in the state, you’ll still need to supply your principal business address, which will likely be the registered office address. Therefore, providing a Wisconsin address on your trade name application is likely the most common scenario.
Can multiple businesses use the same DBA name in Wisconsin?
Yes, DBA names, or trade names, in Wisconsin can be used by multiple businesses. The Wisconsin DFI won’t reject trade name applications that use already registered trade names. However, it’s best to choose a trade name that is distinguishable to avoid any potential conflicts in the future.
Can I register multiple DBAs for one business entity?
Yes, a single business entity can register multiple DBA names in Wisconsin if they want to operate different brands or divisions under various names.
Sam Eichner contributed to this article.
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