Naming an LLC isn’t like naming your business as a sole trader. Becoming an LLC means entering a particular government framework, so there are multiple state-mandated rules you have to follow.

It might seem complicated, but there’s a big upside. The owners of Limited Liability Companies have… limited liability! This means that their personal assets cannot be used to fulfill obligations and pay debts of the business.

Forming and naming an LLC makes sense when your business has a significant turnover — it’s often a recommended step when you hit $100,000 per year. It’s also a great option if you have business partners, as owning an LLC protects your assets from decisions made by other owners.

You might even launch your business as an LLC to save hassle down the road. Whatever stage you’re at in your business journey, let’s find out how to name your LLC.

Rules for Naming an LLC

So you’re asking “what should I name my LLC”? Well, first we’re going to have to look at what not to name your LLC. Limited Liability Companies are a special legal entity, so you have to abide by a few rules before you can start getting creative.

Include LLC in the name

LLCs have to be identified as such. This means you have to include LLC or Limited in the name, in some form. You’re allowed to use abbreviations, giving you a few options. Let’s say your business name is Systems Analysis, your LLC name could be:

• Systems Analysis LLC or Systems Analysis L.L.C.
• Systems Analysis Limited Liability Company
• Systems Analysis Limited Liability Co.
• Systems Analysis Limited or Systems Analysis Ltd.

Avoid banned words

Alongside the requirements for inclusion, there are some words you’re not allowed to use in your LLC name. This includes “corporation”, “Inc.” and “incorporation”, because an LLC is a different kind of business to a corporation. Words associating your business with a government entity, such as “federal” are also likely to be banned in your state.

Don’t mislead about your business purpose

Words that imply you’re a particular kind of business, including bank, trustee, insurer, and insurance company are restricted. Unless you hold the appropriate legal licenses to act as these kinds of enterprises, you cannot use them when naming an LLC. Even if you are operating one of these businesses, you’ll need permission from the relevant governing body before you can use these words in your name.

Similarly, words such as “attorney” and “medical” may be restricted in particular states. When including these words, you may have to provide additional documentation demonstrating the appropriate licenses.

For example, Systems Analysis Medical LLC would likely be a restricted name, even if you offered software for medical practices. That’s because it could mislead the public into thinking you offered medical services.

Be unique

Your LLC name should be unique in your state and cannot violate any trademarks. Before choosing your LLC name you should check your state’s database for existing names to avoid a conflict, and perform trademark analysis to check for potential overlap.

That doesn’t mean you can’t use any existing name. For example, Apple Systems Analysis LLC is probably a trademark conflict, because there’s an overlap with the market of Apple Computers. However, Apple Greengrocers LLC could be a legally viable name.

However, big companies like Apple can be vigorous in defence of their trademarks. If you want to avoid potential conflict, avoid names that are reminiscent of famous multinationals.

Abide by state rules

LLC names are determined by state, so check your local Secretary of State office for the appropriate guidelines. For example, if you’re forming an LLC in Alaska, the words “city”, “borough” and “village” are banned from LLC names, while in Georgia, “banc” and “banque” are restricted as well as “bank”.

How to Name Your LLC: Guidelines and Tips

There are some restrictions for naming your LLC — Memory Bank LLC is out of the running, even if you sell computer hardware and hard drives, for example. But that doesn’t mean you can’t get creative and come up with a powerful, memorable name for your limited liability company.

Here’s the ultimate guide to naming your LLC.

1. Understand your brand

Naming an LLC has to start with your brand. Throughout the lifespan of your business, your name has to connect with customers on a deep, emotional level. It should communicate the heart and soul of your business, your values, your mission, and the unique solutions you provide.

So ask yourself a few questions:

• What’s your story?
• What problem are you solving?
• What are the values your business is founded on?

Answering these questions will help understand the relationship you’re going to form with your customers. Is an ethical commitment to people and planet at the heart of your production? Or are you looking to place luxury and prestige at the center of your branding, and inspire your customers to appreciate a moment of indulgence?

If you’re seeking to emphasize your ethical foundation, then the color green could feature in your name. Whereas with luxury, you might choose gold.

Top tip: This is a matter of brand positioning. Our AI-powered brand-building tool can help you produce an outline of your brand’s direction, and get you one step closer to finding the perfect business name.

2. Assess industry and audience expectations

Once you’ve finished looking inward at your brand’s origin and identity, you can start to place it in a wider context. Examine your competitors and identify the naming trends they’re following: for example, many online tools and apps are ending their names in “-ify”, such as Spotify and Wealthify.

Do you want to follow these trends to signal your purpose to your customers? Or do you want to stand out from the crowd?

You should also work to understand your audience demographics. Are they younger or older; how much disposable income do they have?

These questions can further inform your brand. Will a quirky brand tone endear you to your future customers, or irk them if the humor doesn’t hit home?

3. Remember the LLC Naming Rules

With your brand positioning finalized, it’s time to get down to the business of names. Don’t forget the LLC naming rules outlined above.

First, choose the format of LLC you’ll attach to your business name: for example LLC, Limited, or Limited Liability Corporate. Most businesses choose a simple “LLC” at this stage.

Second, check your state’s local requirements and restrictions. If you want to use a restricted word such as “medical” or “bank”, are you able to get the appropriate permissions to do so?

4. Make sure it’s memorable

Your business name must be memorable and easy for your customers to share with their friends. That means that the spelling and pronunciation should be obvious.

Let’s say you’re considering Systems Analysis LLC. You should rule out Sistems Analysis LLC, Syst3ms Analysis LLC, and Systems An@lysis LLC right away.

At Atom, we like the “crowded bar test” as a heuristic for a good name. Imagine your business name being passed between customers at a loud, packed bar on a Friday night. Will everyone catch your name and remember it tomorrow?

5. Build a shortlist

Get together with friends, family, and stakeholders to build a shortlist of LLC names. Given the constraints — trademark concerns, audience validation, and domain name availability — it’s important to have several options at this stage.

6. Assess availability and avoid trademark conflicts

Your LLC name has to be unique in your state, so check the local register of companies to ensure your shortlisted names are viable LLC names in your region.

At this stage, I urge you to think bigger than your local state, however. If you have ambitions of growing your business beyond the borders of your local area, assess the wider trademark environment to find a name that you can use as you expand.

Expert Tip: Atom’s Free Trademark Check searches worldwide databases to flag potential trademark conflicts. Remember that you can use the same name as someone else if you’re operating in different markets or industries, but don’t hamper your growth by choosing a restricted name.

7. Validate through audience testing

Before settling on a name, consider validating your choice through audience testing. In a fast-moving world, cultural assumptions and connotations change fast. By confirming your choice among your targeted demographic, you can take your LLC into the world with confidence, certain that the brand identity emphasized by your name will be received and understood.

Our deep-targeted audience testing service provides powerful insights about the emotional connections and positive, or negative, connotations your shortlisted names have among your potential customers. 

8. Find a matching domain name

Over one-quarter of all business will be done online in 2024, which means your LLC name needs to provide you with a powerful online platform. Whether you’re selling high-tech software solutions or low-fi vintage vinyl, a website is how you connect with customers and build brand awareness.

And for a website, you need the perfect domain name. Before finalizing your LLC name, cross reference your shortlisted names with available domain names. Or better yet, start your search on a Premium Marketplace with only expert-curated brandable names. You’ll find your perfect match. 

Ready to Get Brainstorming?

Still asking “what should I name my LLC”? Atom has a range of resources to help you choose. Check out our business name generator to kickstart your brainstorming.

LLC Names and DBA Names

While it’s important to find a strong, memorable, and brandable name for your LLC, you don’t always have to trade as your LLC name. If you’re pivoting to promote a new service or rebranding your business, you can register a DBA (Doing Business As) name or Assumed Name.

DBAs are secondary names for businesses operating on any name other than their legal name. While your LLC name is your official name for legal documents and tax purposes, you can build your brand around a DBA or assumed name.

Registering a DBA is simple enough and, like LLC names, the process varies from state to state. However, it can dilute your brand and confuse your customers if you’ve established yourself under your LLC name.

Mistakes to Avoid When Naming Your LLC

Follow our steps for naming your LLC and you’ll likely land on a powerful brand name that’s a big hit with your customers. However, there are a few common mistakes people make when naming an LLC. Here they are.

• Including restricted words such as “attorney” or “medical” and having your application rejected.
• Not checking state guidelines for LLC names.
• Forgetting about brand positioning.
• Choosing a name that restricts your growth, like “Orange County Landscapes LLC” when you could be “California Landscapes LLC”.
• Choosing a name that’s too generic, like “OCL Limited”.
• Making your name hard to spell or pronounce.
• Choosing a name without an available domain name.

How to Check if Your LLC Name is Available

You can’t name your LLC something too similar to an existing business name in your state. So how do you know if an LLC name is taken?

Every state has a searchable database of company names — here’s California’s, for example. It’s usually located on the website of the Secretary of State, or findable with a quick Google search of “[state] LLC search”.

Remember that these databases are local to the specific state only. If you’re trying to find a name that’s unique across all states, you’ll have to dig deeper. Perform thorough research about your chosen name, use our Free Trademark Search, and consider hiring an attorney to be sure your name is yours alone.

Reserving Your LLC Name

Once you’ve found the perfect name, you’ll have to get started on the application form for registering your LLC name. However, this process can take some time. What if someone else nabs your LLC name in the meantime?

Fortunately, most states allow you to reserve your LLC name for a period of 60 to 120 days. This gives you breathing space to organize your registration, as well as related naming activities such as acquiring your domain name.

To reserve your LLC name, file a reservation request at the Secretary of State’s office. This can be done entirely paper-free in many states with electronic signatures.

There’s usually a small fee associated with reserving your name. In California, for example, it’s $10, and you can reserve your name online for 60 days.

How to Register Your LLC Name

With your name chosen and reserved, there’s nothing left but to register your LLC name. This makes it official — you have a limited liability company with a powerful, recognizable name. Here’s how to do it. 

1. Find the appropriate forms for your state. These are called  Articles of Organization and as of 2024, can usually be found on the website for your Secretary of State

2. Many states require a public notice of the formation of your LLC, which usually takes the form of a newspaper advert. Check local regulations — in New York State, you’re required to publish notices in one daily paper and one weekly paper.

3. Pay the filing fee. This varies considerably by state and is usually between $50 and $500. For example, in California, the fee is $70, while in New York it’s $200.

Wrapping Up

Becoming an LLC brings many benefits but it poses one big question: what should I name my LLC? Once you’ve wrapped your head around the rules and regulations for LLC names you can get creative and find a name that suits your brand, connects with your customers, and gives you room to grow.

Ready to get started, but feel like you still need a little help? Why not draw from Squadhelp’s huge, global community of creatives. With over 250,000 naming experts from the United States to the UK to Australia, a crowdsourced naming competition could provide the perfect name.

FAQ

Does your LLC name have to match your business name?

Your LLC name and your DBA (Doing Business As) name can differ. Your LLC name is the legal name for your business while the DBA or Assumed Name can be a new name for your brand.

Should I use my own name for my LLC?

You can use your own name for your LLC and it might make sense if you plan to build the business around a personal brand. However, using your own name for your LLC can limit growth potential and tie your brand to your personal identity, so be careful if you take this approach.

Should I put a comma before LLC?

It’s your choice. There is no legal requirement to put a comma before LLC in your LLC name, but many business owners choose to use a comma to distinguish their business name.

Can you have symbols in your LLC name?

Yes. In most states, you can use symbols including  @ (at sign) and $ (dollar sign), as well as letters A – Z, numbers 0 – 9, and punctuation. However, the IRS will only recognize letters A through Z, numbers 0 through 9, ampersand (&, and hyphen (-) on tax forms so using other characters could complicate your tax filings.

Should I put LLC on my logo?

It’s up to you. There is no legal requirement to include LLC on your business logo, and in general, you should leave LLC off your logo as it hurts design elements and can hurt your branding.