A registered trade name a business uses that is different from its legal name—often used for branding, operating multiple lines of business, or selling under a different name.
What is Doing Business As (DBA)?
Doing Business As (DBA)—also known as a fictitious name, assumed name, or trade name, depending on the state—is a name that a business uses publicly that is different from its legally registered name. For non-U.S. founders managing U.S. companies, a DBA allows you to build branded websites, sell products, or operate services under a business name that’s more marketable, without forming a new legal entity.
For example, a legal entity called “Global Innovations LLC” might want to run a consumer-facing website called “SmartGadgetStore.com.” Instead of forming a second LLC, the company can register “SmartGadget Store” as a DBA, allowing it to use that name legally in commerce, contracts, and marketing materials.
Registering a DBA is generally done at the state or sometimes county level, depending on where the business operates. Requirements and fees vary, but most states require:
- The legal name of the business
- The proposed DBA name
- A filing form and small fee
- In some cases, public notice via a local newspaper (more common in states like California)
It’s important to note that a DBA is not a separate legal entity. It does not offer liability protection, nor does it create a new business for tax or ownership purposes. The underlying entity (LLC, corporation, sole proprietorship) remains responsible for all legal and financial obligations tied to the DBA.
Many e-commerce sellers, agencies, or service providers use DBAs to:
- Create distinct brand identities without forming new companies
- Operate multiple business lines under a single LLC or corporation
- Open bank accounts under their trade name
- Maintain privacy by not using the legal name in customer-facing contexts
However, a DBA does not offer trademark protection. If protecting the name is important, you should consider filing for a federal trademark through the United States Patent and Trademark Office (USPTO).
In summary, a DBA is a flexible and inexpensive way to legally operate under a different name without creating a new entity. For non-U.S. founders building multiple brands, running an e-commerce store, or working with U.S. partners, a DBA can simplify operations while allowing for strong brand positioning in the U.S. market.
