There are dozens of decisions to make when you start a business, but one of the most important ones is your business name. Some might even say that it’s harder than naming a baby. After all, the government doesn’t give “rules” about what you can name your children. They do give rules for business names.
Thanks to those legal regulations, trade names are one type of business name that can get a bit confusing. So if you’re wondering what a trade name is, if you need one, or how you can get one, you’re in the right place. In this guide, we’ll cover all the essentials to Wyoming trade names so you don’t have to sort through the legal jargon and focus on what really counts: your business.
Keep in mind that filing a trade name will not give your business protection through the corporate veil like an LLC will. If this is something you want or need, don't fret, there are many good LLC services in WY that can help you take care of the paperwork.
What is a Wyoming Trade Name?
A trade name—often called a DBA or fictitious name or assumed name—is a type of business name. More specifically, it’s a fake name used by a business, much like you might use a nickname around family and friends.
A bit more technically, a trade name differs from the business’s legal name. Here’s where it becomes important to note what kind of entity you’re running.
For example, let’s say Lauren Smith operates as a sole proprietorship. From a legal standpoint, her business is indistinct from her own person. So her business’s legal name is, well…Lauren Smith. Not many people want to call their business by their own name.
Lauren sells handmade baby clothes, so she decides to name her shop “Sew Sweet Creations.” Unless she incorporates as an LLC or corporation, she’d be using a trade name. Because of this scenario, trade names are most commonly used by unincorporated entities.
That said, many corporations and LLCs also choose to use trade names. For example, a local restaurant, “Becky’s Bistro,” might want to expand across their county, with a slightly different name for each location. Instead of creating a new LLC for the new locations, Becky might get a trade name for it. Corporations might do something similar for new product lines, too.
But that’s trade names in a nutshell!
Is trade name registration required in Wyoming?
Wyoming, unlike many states, actually doesn’t require trade name registration. You can simply begin operating under a trade name if you choose to (provided it’s not infringing on the name of a registered business—more on this later).
That said, registration is a good idea because it adds your name to the state record. While Wyoming doesn’t offer any specific protections for trade names, other would-be registrants will see your name on the record when they try to register theirs. And smart entrepreneurs will make their names unique, so in a sense, registering your trade name discourages other people from using the same name as you (it’s not a guarantee, but it does help).
Benefits to Registering a Wyoming Trade Name
There are several benefits to registering your trade name. Like we’ve just mentioned, one of the biggest benefits is that adding your name to the public record discourages other people from using the same one. But being part of the public record is also good because it keeps the general public aware of who’s doing business under a given name. That kind of transparency is a good thing.
One benefit you might not think of right away is that a trade name allows you to get a business bank account in that name. This isn’t a necessity for many entrepreneurs, but from an accounting standpoint, it’s really helpful. You can keep all your “business funds” in one place, separate from your personal funds. That’s a good habit to start from the get-go (especially if you ever intend to become an incorporated entity later).
On a similar note, a trade name gives your customers peace of mind. It’s not uncommon for customers to write checks, right? Without a trade name, they’d write the check to you personally. Some people are leery about that. But thanks to a business bank account, Lauren can tell her customers to make their checks out to “Sew Sweet Creations.” It’s just a psychological thing, but a trade name gives your business an extra layer of legitimacy.
Register your Wyoming Trade Name in 3 Steps
1. Check that your trade name doesn’t infringe on any legally protected names.
Before you register a trade name, you have to do your homework to ensure that you actually have clearance to use that name. Here are a few of the names you cannot use:
- Names that are already in use as the legal names of any corporations, LLCs, and other protected entities in Wyoming
- Names that have been reserved for future use as the legal names of incorporated entities
- Names that are protected by U.S. trademark law
The Wyoming Secretary of State will automatically reject your trade name if it infringes on other names registered in the state. They won’t check the U.S. Patent and Trademark Office’s database for you. That’s why it’s important to complete a few different searches.
First, you’ll need to run a Business Search. This is your way to check the state database for any exact matches to your trade name. As a general rule, if you search your desired trade name and the tool pulls up any matches, you’ll need to change your name.
Next, we recommend searching the U.S. Patent and Trademark Office’s trademark database. Even though trademarks are usually regarded as visuals or logos, any names and text included within those visuals are nationally protected. That means no other names or visuals in the entire United States can’t be the same or similar as a trademarked name.
There are plenty of examples of different small businesses being taken to court for infringing on the name of large international chains, but we won’t get into them. Just rest assured that you’ll be doing yourself a big favor by ensuring that your name is completely unique.
Another optional search is just your tried-and-true Google search. This won’t give you any systematic, organized results like what you’d get from the Business Search. But it will give you insight into names being used everywhere.
For example, you might find that your desired name is being used by another business in a neighboring state. That’s fine as long as the name isn’t trademarked and you intend to run business exclusively in Wyoming. But if you have any aspirations of expanding into other states, you’ll want to know what names are in use there.
2. File the appropriate trade name application.
In Wyoming, the actual process of registering your trade name is pretty simple. First, you have to use the trade name in business. It might seem counterintuitive to use the name before registering it, but that’s just how Wyoming does it.
Once you’ve used your name, you’ll be able to fill out and file the Application for Registration of Trade Name form. This two-page form requests some basic information about your business, such as your business address, the type of business that’s applying, names of business members, and other similar information. There’s a $100 filing fee, but once you’ve submitted it, your trade name is set to go.
3. Renew your trade name.
In some states, a trade name lasts forever. But in Wyoming, a trade name registration lasts for ten years. Before that ten-year period expires, you’ll need to file a renewal. This process looks a lot like the initial registration, but the filing fee is only $50.
You can’t file this renewal too early, though; Wyoming allows you to begin filing your renewal six months before it expires up until the expiration date. After that, your name is set to go for another ten years.
Other Considerations for Your Trade Name
Now that you’re a proud owner of a Wyoming registered trade name, there are a couple things to keep in mind.
Most importantly, you should note that a trade name does not give you any personal asset protection. That’s a perk that comes with incorporating your business, such as forming an LLC or corporation.
If you already are (or you’re thinking about forming) an LLC or a corporation, then you get personal asset protection and even privacy through a registered agent service. This means that if something ever goes wrong with your business, your personal belongings—your car, your house, your personal savings account—are protected. Creditors or legal plaintiffs cannot touch them.
That protection is not available to unincorporated entities like partnerships or sole proprietorships. Moreover, applying for a trade name does not grant you that protection. In these cases, if something went wrong with your business, you’d have to pay any debts out of personal funds. So please don’t rely on a trade name for those protections.
Next, keep in mind that registering a trade name doesn’t prevent businesses in other states from using that name. The same applies for business’s legal names, too. We won’t get too technical with this, but each state governs its own businesses with no effect on businesses in other states. So as a businessperson in Wyoming, you’ll follow Wyoming law and federal (national) law for businesses. Montana, for example, has no jurisdiction over your business unless you choose to expand into Montana. This affects business names, too.
If you want to protect your trade name or legal name outside of Wyoming, you do have options. Foremost among them is applying for a trademark with USPTO. If that’s something you’re interested in, we recommend seeking additional legal counsel. Trademarks are a very complicated (and expensive) process, and a lawyer will help you conquer every aspect of the application.
Trade Names might sound a bit complicated, but they don’t have to be. As long as you follow the proper state guidelines, it’s actually as simple as filling out the form and paying the filing fee. Hopefully this guide has taken away some of the guesswork to Wyoming trade names.
If you decide that forming an actual entity is right for you, we recommend forming a Wyoming LLC for most small businesses and entrepreneurs. You can either register it yourself or hire a WY LLC filing service.