First, you’ll want to choose a name that reflects your business goals, products, and services. (Think “Toys’R’Us.”) In some cases, a branded name is fine, but make sure your brand is prominently associated with your offerings so folks can build that association. (Think “Starbucks” or “Pepsi.”)
Before you commit to your name, use the MA Secretary of State Corporations Business Entity Search page hosted on the Secretary of the Commonwealth of Massachusetts website. Run a business search in Massachusetts to make sure no one else has your name, which would disqualify you from using it. You should also perform a trademark search.
If you want to operate under a different business name than your umbrella name, you may do so using a DBA or “doing business as.” For instance, you might wish your main company to be your name, while your yoga studio, fitness brand, and smoothie shack all have their own names. You can learn if you need one and how to get it on the Massachusetts Business Certificates page.
Also, make sure to follow the required naming conventions, which say that you must indicate right there in your name that you are an LLC. To do so, you can add one of several appendages to the end of your business name:
- Limited liability company
- Limited company
- LC or L.C.
- LLC or LL.C.
Lastly, if you’ve settled on a title but aren’t ready to launch your business, you might wish to reserve your name. To do that, head to the Name Reservations page, fill out the correct paperwork, and pay your $30 filing fee.