How to Register a Business Name in New Jersey

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In this article we will take you through the process of how to register a business name in New Jersey. 

Think of business name registration as your first date with the state of New Jersey. It’s your formal introduction, where you say, ‘Hello, I am XYZ, and I am here to do business’. 

Registering your business name is crucial to operate legally, open bank accounts, and let the world know you mean business. However, remember, while registration introduces you to the state, it doesn’t quite scare away all the other businesses from potentially using your name. For that, you need something a little stronger; a trademark. But we will discuss more on that later.

You can start your registration process online by visiting the official New Jersey Dept of Treasury website.

Choosing a Business Name in NJ

So, how do you choose a business name that’s as unique as your business idea? This step involves equal parts creativity and caution. Your business name should reflect your brand and be easy to remember. However, you also have to make sure it’s not already taken. Imagine spending a ton on business cards, only to find out you’re the third ‘BobsBurgers’ in town. 

Thankfully, the United States Patent & Trademark Office (USPTO) website is here to save the day. It’s an easy to use platform where you can search the Trademark Database to ensure your business name isn’t already being used.

If you stumble upon a name that’s already trademarked, don’t despair, it’s not necessarily all lost. In this case I suggest you seek professional help from trademark attorneys who can guide you through the maze of trademark laws, and suggest the best options for you.

Understanding Different Types of Business Structures in New Jersey

Choosing the right business structure is essential as it needs to suit your mission, style, and level of risk you’re willing to take with your business.

Sole Proprietorship is the simplest structure, where you’re the lone wolf, the only owner of your business. Registering a business name for a sole proprietorship involves filing a Certificate of Trade Name with the County Clerk’s office, which typically costs around $50.

In a Partnership, two or more people share the joys and challenges of owning a business. Here, registering a business name follows the same process as a sole proprietorship.

A Corporation is a separate legal entity from its owners, offering protection from personal liability but requiring more paperwork. To register a business name for a corporation, you need a unique name at the time of filing.

An LLC, or Limited Liability Company, combines the liability protection of a corporation with the simplicity and tax benefits of a partnership. The process of registering a business name for an LLC is similar to that of a corporation.

How to Register a Business Name in New Jersey

So, you’ve got your killer business idea, a business name that’s as unique as your vision, and you’ve chosen your business structure. It’s now time to roll up your sleeves and navigate the nitty-gritty of registering your business name in New Jersey.

Your path to registering your business name will be determined by the type of business structure you’ve chosen.

Registering a Business Name for Sole Proprietorships and Partnerships

For Sole Proprietorships and Partnerships, there are two paths you can take. 

Firstly, you could opt to do business under your own full first and last name. This is the simplest route, no fuss, no frills, just like signing your own name at the bottom of a letter. In this case, you won’t need to register your business name. 

However, most of us business folks prefer a bit more flair. We want a business name that tells a story, something more than just our given name. If you want to operate under a trade name, you’ll need to register this name. 

To register a trade name, you’ll need to file a Certificate of Trade Name with the County Clerk’s office in the county where your business will be located. Each county has its own fees for this process, but in my experience, it’s usually around $50. I always say, it’s a small price to pay for making your business stand out.

Registering a Business Name for a Corporation or LLC

If you’ve chosen the path of a Corporation or LLC, you’re going to have to ensure your business name is unique at the time of filing. To check the availability of business names, your go-to resource is the New Jersey Division of Revenue and Enterprise Service’s website. 

But how do you do that? Well, it’s as simple as going online and typing your business name into their search engine. If your name is available, you can reserve it right then and there when you submit your business formation documents. 

Now, keep in mind you’ll need your business Certificate of Formation to officially register your business name. This document is the birth certificate of your business, so to speak, and it’s what the state uses to recognize your business as a legal entity​​.

The State of New Jersey has one of the most intuitive and helpful online portals for starting your business journey. Check it out here.

THE NJ business portal makes the process of registering your business quite straightforward with easy steps to navigate through.

Screenshot of the NJ business portal when anyone can start to register a business name in New Jersey online

Once your business entity has been established or receives authorization to do business in New Jersey, it may legally operate under an alternate name, once registered. This is particularly useful if you’re setting up a franchise or if you simply want to publicly go by a different name. 

For example, if your registered LLC is ‘ABC Food and Beverage LLC,’ you could get an alternate name called ‘John’s Pizza’ and slap that on your storefront​​.It’s the brand name that most of your customers will know you by..

You have the option to reserve your business name with the New Jersey Department of the Treasury for six months. This is particularly handy if you’ve come up with the perfect name, but aren’t quite ready to launch your business yet. 

If you want to register that name before the six-month period expires, you must submit a paper application. Alternatively, you can form your business now and set the effective date (or as I like to call it, the ‘business birthday’) for some point in the future​​.

You can find more information about the whole process in the official NJ Business website.

Protecting Your Business Name

Trademarking your business name will give you exclusive rights to use that name or logo in connection with your business. To file for a trademark, you’ll need to submit an application with the USPTO.

This process can take several months and may require legal assistance. It’s important to remember that even if you register your business name with the state, you don’t have exclusive rights to use that name. Trademarking your name provides stronger legal protection.


Pat yourself on the back, you’ve registered your business name in New Jersey. But your work is not done.

With your business name registered, it’s time to gather the rest of your toolkit, like the necessary licences and permits to operate your business legally. Depending on the nature of your business, you may need specific licences and permits. For example, selling alcohol requires a liquor licence, while operating a food business requires a food service licence.

It’s also crucial to obtain an Employer Identification Number (EIN) from the IRS. This unique nine-digit number identifies your business for tax purposes. You’ll need an EIN if you plan to hire employees or if you’re a partnership or corporation.

In addition to these, there may be other registrations and licences required for your business in New Jersey, like a sales tax permit or a hazardous waste permit. It’s crucial to research and obtain all necessary licences and permits before starting your business to avoid any legal issues down the line.

Frequently Asked Questions

We’ve covered a lot of ground so far, and you might have some questions. Here are some answers to frequently asked ones:

Do I need to register my business name in New Jersey?

If you’re a sole proprietorship or partnership using your full first and last name as your business name, you don’t need to register. However, if you want to operate under a trade name, you’ll need to register your name with the County Clerk’s office in the county where your business will be located. If you’re forming a corporation or LLC, you’ll need to register your unique name with the New Jersey Division of Revenue and Enterprise Service.

How much does it cost to register my business name?

The fee for filing a Certificate of Trade Name registration for a sole proprietorship or partnership varies by county but is around $50. The fee for registering a unique name for a corporation or LLC is $125.

What should I do if my business name is already trademarked?

If your desired business name is already trademarked, you may want to consider getting professional help. If you don’t, you may invest a lot of time and money establishing a business name that you may have to abandon. Remember, a name that is trademarked can still be used if your business operates outside of the category in which it’s trademarked.

Conclusion and Disclaimer

Registering a business name in New Jersey involves a bit of strategic planning, a touch of creativity, and a dash of online navigation. But with these steps, you’ll be well on your way to carving out your own niche in the business world. 

This article is meant to give a brief overview of what steps you need to follow in order to register a business name in New Jersey and is not meant to act as legal advice.

The process of registering a business name in NJ can sometimes feel like navigating a maze. That’s why it’s often a good idea to invest in professional guidance. 

Enlisting the help of a seasoned attorney can steer you clear of potential legal snags and optimize your tax structure. Just ensure the attorney you choose comes with a wealth of experience under their belt.

Attorneys will be able to advise you on the best set-up for your business. This helps avoid any future legal problems and optimize your tax planning structure. 

Good luck with your business venture and please feel free to leave any comments or questions you might have, below.

For more guides on how to register a business name in the USA, please click here


I am a branding and naming consultant with 16 years of experience. I believe in building a strong brand name that identifies your visions and that of your business. A brand identity motivates you and your team to achieve success.