If you’re starting a business in the Eau Claire community, you’ve probably heard the term “DBA” thrown around already, but what exactly does it mean? And do you actually need one based on the business structure you chose?
Let’s break down what registering a trade name, or DBA (“Doing Business As”), involves and why it’s important for local entrepreneurs like you.
What is a Trade Name or DBA?
A “trade name” or “DBA,” which stands for “Doing Business As,” is basically just the public name your business uses that’s different from its official, legal name.
Here’s an example: Say you start a company called Maple Leaf Ventures, LLC—that’s the formal name you filed with the state for your Limited Liability Company. But instead of using that official name on your storefront, website, or marketing, you want to call your coffee shop “Eau Claire Brews.” In this case, “Eau Claire Brews” is your trade name or DBA.
Think of it like a nickname for your business—something simple and memorable that will appeal to your customers, while your legal name is the one used on official documents like tax forms, contracts, or licenses. This way, you get the best of both worlds: a professional legal identity and a catchy brand that stands out in the Eau Claire community.
Many entrepreneurs choose a DBA because their legal business name might be long, generic, or not quite right for the brand they want to build. A DBA lets you create a unique identity without the hassle of forming a whole new company. Plus, it helps with things like opening a bank account, accepting payments, or signing leases under the name your customers actually recognize and trust.
So, if you’re thinking about a business name that really captures your vibe in Eau Claire, registering a DBA is usually the way to go.
When Do You Need to Register a DBA in Eau Claire?
DBAs are registered at the state level, and knowing when to register can save you headaches later. In Eau Claire and across Wisconsin, if you plan to operate your business under any name other than your own personal name (if you’re a sole proprietor) or the official legal name of your business entity (like your LLC or corporation), you need to register a DBA with the State of Wisconsin.
Here’s what that looks like in practice: If your name is Jane Smith and you want to run a freelance graphic design business simply as “Jane Smith,” you don’t need a DBA. But if you want to use a different name, like “Creative Spark Designs,” that’s when DBA registration comes into play.
Likewise, if you form a legal entity with a formal name like Smith Consulting LLC but want to operate publicly as “BrightPath Advisors,” you’ll need to officially register that trade name.
How to Register Your DBA in Wisconsin
Good news for Eau Claire entrepreneurs: Registering a trade name in Wisconsin is a pretty straightforward process designed to keep things simple so you can focus on your business.
1. Search the Name First
Before getting too attached to your new business name, make sure it’s not already in use. You can easily check this online through the Wisconsin Department of Financial Institutions (DFI) website. Just type in your desired trade name and see if it’s available or if another business is already using it. This step protects your brand and helps you avoid legal troubles down the road.
2. File the Registration
Once you confirm your trade name is unique, you’ll file a registration form online with the Wisconsin DFI. The form is simple; you’ll provide your legal business name, your trade name, and contact info. There is a $20 filing fee, which is a small price to pay for peace of mind and legal protection, and after filing, you’ll get confirmation that your trade name is registered and ready to use legally.
3. Keep Track & Renew
Your registration only lasts five years, so it’s important to keep an eye on the expiration date and renew your DBA before it expires. Renewal is usually just a quick online form and a small fee. Keeping your registration current ensures you maintain exclusive rights to your trade name and avoid interruptions in your business operations.
Why It’s Important for Eau Claire Entrepreneurs
Registering your DBA is the legal way to let customers, vendors, banks, and government agencies know who’s really behind the business name they see. Your trade name is often the first thing people notice and remember about your business. It’s also how you introduce yourself to the Eau Claire community, and it will help you shape the reputation you’re working hard to build.
When you register your trade name, you secure the legal right to use that name in our area too. This prevents confusion with other businesses and gives you confidence that your unique brand is protected.
It’s also especially important for:
- Opening a Business Bank Account: Banks usually require proof of your trade name registration before you can open an account under that name.
- Signing Contracts & Leases: To avoid confusion or legal issues, you want to be able to sign official documents using your trade name.
- Getting Paid: Payment processors or clients might require your registered trade name to issue payments properly.
- Avoiding Legal Trouble: Operating under an unregistered trade name could lead to fines or disputes if someone else claims the name.
In short, in Eau Claire’s growing business community, having your DBA properly registered helps you stay compliant and builds trust with your customers by showing you’re a professional, legitimate business. It’s a small step with a big impact on how established and trustworthy your business appears.
Tips for Choosing Your Trade Name
Picking the right trade name is one of the most exciting parts of starting your business. It’s like giving your company its own personality. But it’s also a big decision that can shape your brand’s success.
Here are some tips for choosing a trade name that clicks with your Eau Claire customers:
- Make it memorable but simple. Choose a name that’s easy to say, spell, and remember. Think about some of Eau Claire’s favorite local spots—names that stick and are easy to share.
- Avoid names too similar to existing businesses. Check local businesses so your name stands out and doesn’t cause confusion or legal headaches.
- Check domain availability if you want a website. In today’s digital world, having a matching website domain (i.e. yourbusinessname.com) helps customers find you online and keeps your brand consistent.
- Think about your brand and what the name says about your products or services. Your trade name should hint at what you do or what you stand for, whether it’s fun, professional, or rooted in Eau Claire’s culture.
Need Help?
If this feels overwhelming or you want a little extra guidance, the City of Eau Claire Economic Development Division (That’s us!) is here for you. We can point you to partners and resources and answer questions about other licensing and permits.
Starting a business is an exciting adventure, and getting your trade name sorted early will help you build a strong foundation for success!
Source: Article Cover Illustration by Freepik
About The Author
Kendall Williams
Marketing & Communications Specialist
Kendall implements the City of Eau Claire Economic Development Division’s marketing strategies, coordinates business assistance, and supports data-driven planning and analysis.
