Changing Your Business Name in Wisconsin | A Step-by-Step Guide

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Change Wisconsin Business Name

In Wisconsin, change is inevitable in today’s dynamic business environment. One such change that a business may undergo is a change in its name. A business owner might change their name for numerous reasons, even when starting an LLC in Wisconsin. Whatever the reason, changing a business name in Wisconsin can be a complicated process. Still, it’s essential to do it right to avoid potential legal issues and ensure a smooth transition. This comprehensive guide will walk you through the steps to successfully Change a Business Name in Wisconsin.

Webinarcare Editorial Team will help you change your business name when necessary. You must be guided by all the factors gathered in this article.

How to Change a Business Name in Wisconsin

Before Changing Your Business Name in Wisconsin

Before you embark on the process of changing your business name, there are several considerations to keep in mind:

  • Research: Ensure that your new business name in Wisconsin is unique and not already in use by another company in Wisconsin. To avoid potential trademark infringement, you can conduct a preliminary search using the United States Patent and Trademark Office (USPTO) database.
  • Notify Stakeholders: Inform your employees, customers, suppliers, and other stakeholders about the upcoming name change to avoid confusion and ensure a smooth transition.
  • Update Marketing Materials: Revise your marketing materials, such as your website, business cards, signage, and social media profiles, to reflect the new Wisconsin business name.
  • Consider the Impact on Existing Contracts and Agreements: Review your existing contracts and agreements to determine if they will be affected by the name change. You may need to renegotiate these contracts or obtain new ones under the new Wisconsin business name.

You should also amend the Wisconsin Articles of Organization and the operating agreement once you have changed your business name. The information should be up to date so your Wisconsin business won’t have any legal problems in the future. Check out the Best Trademark Services in Wisconsin to know whether your desired business name is available.

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How to Change a Business Name in Wisconsin

Depending on the kind of business entity you have, several processes may be involved in changing your business name in the Wisconsin. Here is a detailed explanation of each business structure:

Changing your company name in Wisconsin is relatively easy. Before we go into the steps, you should know that some rules must be followed when naming a business in Wisconsin. The name conventions may change depending on the type of corporate structure. The business must adhere to the following rules while changing the company name:

  • It should be possible to utilize the name.
  • Any other businesses do not use the name.
  • If the new entity is a limited liability company, the name must include “LLC.“
  • The name should be distinct from any governmental agency or institution, including banks and treasuries.

If you decide to start an LLC, read about the Wisconsin Business Name Search to check if your desired business name is available. Let’s now examine the procedures for changing the company name:

It is suggested that you speak with a legal professional before you begin changing your business name. They’ll understand what’s best for you and your company. To have an easy process for naming your LLC, you can alwasy hire the Best LLC Services for your business.

– WEBINARCARE EDITORIAL TEAM

Step 1: Choose a New Name For Your Business

You must decide on a new name before officially changing your business name in Wisconsin. Conduct thorough research to ensure the new name is unique, memorable, and represents your company’s values and services. You should also ensure that another business in Wisconsin does not already use the new name to avoid legal issues and customer confusion.

Some tips for choosing a new business name include:

  • Brainstorm a list of potential names and ask for feedback from friends, family, employees, and customers.
  • Consider the potential impact of the new name on your existing customers, partners, and vendors.
  • Research the availability of relevant domain names and social media handles to ensure a consistent online presence.

Before proceeding with the name change process, ensuring your chosen name is available in Wisconsin is essential. You must conduct a name search through the Wisconsin Department of Financial Institutions to do this.

If your desired name is already in use or too similar to an existing business name in Wisconsin, you must choose another name and repeat the search process. However, you can register your business under a different legal name if your preferred name isn’t available.  Once you have chosen a name, you can submit an application for a DBA (doing business as) in Wisconsin. In this manner, you can choose any name you desire for your business. A DBA allows a company to operate under the name of the person or entity who owns it. If you have decided to file for a DBA, you can file it in two methods, by mail and in person.

However, before filing a DBA, you should know that you need to renew your DBA for up to ten years, which costs $15.

In Wisconsin, if you do not wish to file your LLC right away but want to hold the name that you have decided on, then you can reserve your LLC name for 120 days. You must file a name reservation application with the Wisconsin Secretary of State to keep the name. 

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Step 2: Prepare Documents to File the Articles of Amendment

After choosing a new business name in Wisconsin, you must begin putting together the Articles of Amendment as soon as you are prepared with the new Wisconsin business name. You must send the following information with the name change form: 

  • Current company name
  • New company name
  • Members’ (LLC) or Shareholders’ signatures (Corporation)
  • Wisconsin filing fee for amendments
  • The business’s entity number, as provided by the state of Wisconsin
  • Board of Directors expression of approval (for corporations)
  • Details about shares (if applicable)

When registering a new business name with the Wisconsin Secretary of State, you must provide the list of information indicated above. Ensure the information you offer for the Amendment corresponds to the initial filing materials. Please do so to avoid the registration being canceled.

Step 3: File the Articles of Amendment

Once you’ve confirmed that your new business name is available, you must file the necessary paperwork with the Wisconsin Secretary of State’s office to change your business name officially. This process typically involves filing an amendment to your company’s Articles of Incorporation for a corporation or Articles of Organization for an LLC, depending on your business structure.

To file the amendment, you’ll need to:

  1. Obtain the appropriate amendment form from the Wisconsin Secretary of State.
  2. Fill out the form with the required information, including your current business name, new business name, and any other required details.
  3. Pay the filing fee, which may vary depending on your business structure and Wisconsin regulations. In Wisconsin, amendment cost is $40.
  4. Submit the completed form and payment to the Wisconsin Secretary of State’s office, either by mail or online, depending on your Wisconsin’s filing options.

Once your amendment has been processed and approved, your business name will officially be changed in Wisconsin.

Things to do After Filing the Articles of Amendment

Additional considerations in filing the Articles of Amendment in Wisconsin.

After changing your business name, there are a few additional steps you may need to take:

  • Update your EIN: If your business has an Employer Identification Number (EIN) from the Internal Revenue Service (IRS), you may need to notify the IRS of the name change. You can do this by writing a letter to the IRS or completing and submitting Form 8822-B.
  • Update your Business License: If your business operates with a business license, you must update the license with the new business name. You can do this by filing Wisconsin business license and paying an application fee ranging from $50 – $300.
  • Notify the Wisconsin Department of Labor and Workforce Development: If your business has employees, you will need to notify the Wisconsin Department of Labor and Workforce Development of the name change.
  • Update your Local Tax and Business Registrations: Depending on your local jurisdiction, you may need to update your local tax and business registrations with the new business name.

Why Change Your Business Name?

There are various reasons why a  business owner might want to change their business name. These can include:

  • Rebranding: If your current Wisconsin business name no longer reflects your products or services, rebranding can help revitalize your company’s image and attract new customers.
  • Expanding or Refocusing: Your business may have evolved over time, and the original name may no longer accurately represent the scope of your operations.
  • Merger or Acquisition: If your business merges with another company or is acquired, a name change might be necessary to reflect the new owner or combined services.
  • Legal Issues: If your business name infringes on a trademark or is too similar to another company’s name, you may need to change it to avoid legal disputes.
  • Improved Marketability: A new business name in Wisconsin can be more memorable, easier to pronounce, or better suited to your target audience.

How Long Does Changing The Business Name Take?

The time it takes to change a business name can vary depending on factors such as the Wisconsin’s processing times, the method of submission (online or by mail), and whether all necessary information and fees have been submitted correctly. Generally, once you have submitted the required paperwork and fees to the Wisconsin Secretary of State, it can take a few days to several weeks for the name change to be processed and approved.

What Happens If I Don’t Update the Website or Stationery?

If you change your business name in Wisconsin but do not update your website, stationery, or other marketing materials, you may face several potential issues:

  • Customer Confusion: Your customers may need clarification about the change in the business name and may not recognize that your company is the same one they have previously done business with. This confusion could lead to a loss of trust and potentially a loss of customers.
  • Inconsistency in Branding: When your business name is inconsistent across all platforms, including your website and stationery, it can negatively impact your brand image. Not updating your marketing materials may make your company appear unprofessional or disorganized, which could harm your reputation.
  • Legal Issues: Depending on Wisconsin regulations, you may be legally required to update your marketing materials with your new business name. Failure to do so could result in penalties or fines. Additionally, if you use a trading name or DBA (Doing Business As) name, you may need to register that name separately with the appropriate government authority to avoid legal issues.
  • Communication Problems: Please update your website and stationery with your new Wisconsin business name to avoid issues. Clients, vendors, and other partners may not recognize the new name and may not associate it with your company, leading to missed opportunities and potential misunderstandings.

To avoid these potential issues, updating your website, stationery, and all other marketing materials as soon as possible after changing your Wisconsin business name is essential. This ensures that your customers know the change, maintains consistency in your branding, and helps prevent legal or communication.

If I Have a Foreign LLC, Can I Change the Name Aside from the Original Name?

Yes, if you have a foreign LLC in Wisconsin (a limited liability company formed in one state but doing business in another state), you can change the name of the foreign LLC. 

FAQs

How can I change my business name in Wisconsin?
In Wisconsin, you can change your business name by filing Articles of Amendment with the Wisconsin Department of Financial Institutions (DFI).
What forms do I need to file when changing my business name in Wisconsin?
You need to file Articles of Amendment with the Wisconsin Department of Financial Institutions (DFI) to change your business name in Wisconsin.
How much does it cost to change my business name in Wisconsin?
It typically costs $35 to file Articles of Amendment to change your business name in Wisconsin.
How long does it take to change my business name in Wisconsin?
It generally takes 7-10 business days for the Wisconsin Department of Financial Institutions (DFI) to process your name change request.
Is there a requirement for the new name I choose when changing my business name in Wisconsin?
Yes, your new business name must be unique and distinguishable from other business names already on DFI records in Wisconsin.
Can I use my business name even if it is not registered with the state of Wisconsin?
No, it is illegal to use a name for your business that is not registered or is misleading to the public.
How do I know if the new business name I choose is available in Wisconsin?
You can search the Wisconsin Department of Financial Institution’s business database to see if your desired name is available.
Can I reserve a business name in Wisconsin before I make a decision to change it?
Yes, for a fee of $15, you can reserve a business name in Wisconsin for 120 days.
Is an Annulment of Assumed Name required if I want to change my business name in Wisconsin?
If you’re currently operating your business within Wisconsin with an assumed name, you’ll need to file an Annulment of Assumed Name prior to adopting the new name.
Can I still conduct business under my old business name in Wisconsin after the name change is complete?
No, once the name change is complete, you must conduct business using the new business name.
Will I be issued a new EIN when I change my business name in Wisconsin?
No, you’ll not get a new Employer Identification Number during the process. Just inform the IRS that you have changed your business name.
How many times can I change my business name in Wisconsin?
As many times as you want to, you can change your business name in Wisconsin.
Can changing my business name in Wisconsin affect my ongoing contracts with public bodies such as the State of Wisconsin?
Updating the name of your business is intended to ensure that all the dealings of the business are done in the name of the renewed entity. In a few rare situations, businesses entering into contracts or bidding on public tenders should include evidence of name modification documents as part of the documentation issued to indicate authority.
Are there any exemptions allowed in naming my business according to Wisconsin law?
Attaining exemption is distinct to certain industries, so reach out to the right regulating and licensing bodies to acquaint yourself with Wisconsin state laws relates to your industry.
How will the name change process affect my business permit with Wisconsin?
Updating the business’ name with Wisconsin regulates that the default, licensing, and permitting entities are told about the update so that records could be updated.
Is an advertisement notice of the new name publication needed by law in Wisconsin?
Wisconsin doesn’t necessitate publication of your name update release in newspapers or journals unlike other states.
Will I need to renew my current business name after the name change is complete in Wisconsin?
If you have created a business revolving around your name, then you should register a fictitious name so you can keep using your old name alongside your new business name. Otherwise, you will not need to renew the old name.
When changing a business name in Wisconsin, are there governmental sectors or offices I must notify?
During the name change process, you need to update these particulars with the Internal Revenue Service (IRS), Workforce Development, and Wisconsin Department of Financial Institutions.
As a foreign corporation doing business in Wisconsin, can I change my business name?
Yes, foreign corporations conducting business in Wisconsin can change their business name by filing Articles of Amendment with the Wisconsin Department of Financial Institutions.
Are there any restrictions on what I can name my business if I am a foreign corporation doing business in Wisconsin?
Your new business name must be unique and distinguishable from other business names already registered with the DFI in Wisconsin.
Do I have to amend my operating agreement when I change my business name in Wisconsin?
If you change your business name in Wisconsin, you may need to amend your operating agreement and any other contracts referring to your old business name.
What happens if another business has a similar name to the one I want to change my name to in Wisconsin?
You cannot use a business name in Wisconsin if it’s the same as or similar to an existing name of another business in the state.
How will the name change information be confirmed by the Wisconsin Department of Financial Institutions?
Once processed, the Wisconsin Department of Financial Institutions will send you written confirmation of your approved name change.
After my business name has changed in Wisconsin, do I need to inform vendors and customers?
Notify your vendors, clients, banks and others to use your new business name henceforth in order to update your records with them.
Can I change my LLC’s name in Wisconsin if I have already built an online presence under the previous name?
Yes, firms will adjust their LLC names and make uniform changes to their public plate form accordingly.
How do I prepare a business name amendment document when I want to change my name in Wisconsin?
You can download and modify the name change forms accessible on the Wisconsin Department of Financial Institutions (DFI) site.
Is reporting my new business name effectively necessary in order to obtain a loan as a local business in Wisconsin?
Generally, borrowers did not use to replace names time and again in order to avoid errors and delays, but in certain situations, you shall require to offer the current state ID papers as an evidence of basic alterations.
Do I need to personally go to the Wisconsin Department of Financial institutions to change my business name?
The Wisconsin Department of Financial Institutions now accepts Requests in addressed packages or courier and their website provides the online document upload system.
What is a doing-business-as (DBA) name and how would it affect my name change in Wisconsin?
Businesses may need to request fictitious names to keep using their earlier public course pathway. In addition, updating the initial formation documents signifies regulating a business name secretly held by you if relevant.
How do I change the name of my business in Wisconsin?
File an amendment of articles of organization or incorporation with the Wisconsin Department of Financial Institutions.
What is the fee for changing the name of my Wisconsin business?
The fee to file an amendment of articles of organization or incorporation to change your business name in Wisconsin is $50.
Can I change my business name online in Wisconsin?
No, Wisconsin does not currently offer the ability to file amendments online.
Do I need to get a new tax ID number if I change my business name in Wisconsin?
No, you can keep your existing employer identification number (EIN) if you change your business name in Wisconsin.
How long does it take to change the name of my business in Wisconsin?
The processing time for an amendment of articles of organization or incorporation to change your business name in Wisconsin is approximately 5 business days.
Are there any restrictions on the name I can choose for my Wisconsin business?
Yes, the name must be unique and not too similar to existing business names in Wisconsin.
Can I reserve a new name for my Wisconsin business before changing it?
Yes, you can reserve a new name for your Wisconsin business for up to 120 days by filing a name reservation form.
What happens if my name reservation in Wisconsin expires?
If your name reservation in Wisconsin expires, the name becomes available for anyone to use.
Can I trademark my new Wisconsin business name?
Yes, trademarks can be registered through the United States Patent and Trademark Office (USPTO).
Do I need to notify my customers and/or clients if I change my business name in Wisconsin?
Yes, it is advised to inform your customers and clients of the name change to avoid any confusion.
Do I need to notify any government agencies if I change the name of my Wisconsin business?
Yes, you will need to update any necessary government agency business registrations and licenses with your new business name.
Can I change the name of my Wisconsin business if I have outstanding debts or liens?
Yes, but be advised that any existing debts or liens will remain associated with the old business name and could still be collected.
Can I change the name of my Wisconsin LLC to a corporation?
Yes, an LLC can be converted to a corporation by filing articles of conversion with the Wisconsin Department of Financial Institutions.
How do I check if my new Wisconsin business name is available?
You can search for available names through the Wisconsin Department of Financial Institutions website.
What is a trade name and do I need to register it?
A trade name is an alternate name under which a business operates. Registration for a trade name is required in Wisconsin if you plan to operate under any name other than the legal name of your company.
Can I change the name of my Wisconsin business if I have an assumed name on file?
Yes, but you will need to file an amendment to change the name of your LLC or corporation and file an assumed name registration to keep the old name if you plan to operate under it.
Can I change my business name multiple times in Wisconsin?
Yes, but frequent name changes can lead to confusion among customers and suppliers and should be kept to a minimum.
Can a business in Wisconsin change their name for any reason?
Yes, but businesses should ensure that a name change aligns with their latest products and services and branding strategy to avoid confusion.
Are there any requirements for my new Wisconsin business name to be a certain length?
No, there is no specific requirement for the length of your Wisconsin business name.
Can I use another company’s name in my Wisconsin business name?
No, it’s considered unlawful to use a name that is being used by or too similar to another business’s name and shouldn’t be used in Wisconsin.
Is a new registered agent required if I change my Wisconsin business name?
No, but if your registered agent changes with your business name change, then you need to report it accordingly.
Is there a requirement that my new Wisconsin business name has to be in English?
No, business names can be in any language that is legally permitted within Wisconsin.
Does Wisconsin offer expedited processing for a business name change?
No, Wisconsin does not offer expedited processing for amendments to articles of organization or incorporation.
Can I use my Wisconsin business name in another state?
If your upcoming plan involves forming or doing business in another state, then you need to check if name is available there as well.
Do I need to publish my new Wisconsin business name?
No, Wisconsin no longer requires new business names combination to be announced to the public.
Can changing the name of my Wisconsin business affect licenses or permits?
Depending on the type of license, you may need to update licenses or permits that are specific to your company such as a specialization when changing your business name.
Can I change the name of my Wisconsin nonprofit organization?
Yes, a Wisconsin nonprofit organization can change its legal name by applying for an amendment through the Wisconsin Department of Financial Institutions.
What happens if I start doing business under a new name but don’t make it official?
Operating under a new name in Wisconsin without registering it with the appropriate agency in Wisconsin can lead to fines or civil lawsuits by other businesses. It is always best to make name updates through legal procedures.

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Conclusion

Changing your business name in Wisconsin can be a strategic decision that helps your company evolve and remain competitive. By following the steps outlined in this guide and conducting thorough research, you can ensure that your business name change is completed legally and efficiently. Remember to notify all relevant stakeholders, update your marketing materials, and revise any contracts or agreements to reflect the new business name.

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