Register a DBA (Doing Business As) name

What a DBA is

DBA stands for "doing business as". It is a name your business uses in public that is different from its legal name. States and counties also call it an assumed name, a trade name or a fictitious business name. If your LLC is legally "Northwind Consulting LLC" but you advertise as "Northwind Studio", "Northwind Studio" is the DBA.

When you need one

• You trade under a name that is not the exact legal name on your formation documents.
• You run more than one brand through one company.
• You want a bank account or payment account in the brand name. Banks usually ask for the DBA certificate.

If you only ever use the company's full legal name, you do not need one.

What a DBA does not do

• It does not create a company. It gives you no liability protection. Only the LLC or corporation behind the name does that.
• It is not a trademark. It does not stop anyone else using a similar name nationwide. A trademark is a separate registration.
• It is not an exclusive right. Another business can sometimes register the same name in a different county or state.

Where it is filed

This is the part that varies. Some states take DBA filings at the state level, others at the county, and some at both. A few require you to publish a notice in a local newspaper after you file, which adds a cost. Fees and renewal periods differ too, and in some places the registration expires after a set number of years. Always confirm the rule for the state and county where your business is based.

Before you choose the name

1. Search the state's business records for the name.
2. Check the federal trademark database for conflicts, since a clash can force you to rebrand.
3. Check the domain and social handles.
4. Make sure the name does not suggest something the business is not, such as a bank or a licensed profession.

After it is registered

Keep the certificate with your formation documents. Use the DBA on your website and invoices together with the legal name where the law requires it. If you later change the brand, file to end or update the old DBA instead of leaving it to lapse. If you are still setting up the company, start with LLC formation, and read about business licences too, because a new name sometimes means a new licence.