The name a business uses publicly that is different from its legal name—also known as a “Doing Business As” (DBA) name.
What is a Trade Name?
A Trade Name—also called a DBA (Doing Business As), fictitious name, or assumed name—is a name that a business uses in its branding, marketing, or operations that is different from its officially registered legal name.
For example, a company legally registered as ABC Technologies LLC might operate under the trade name “SwiftPay” when offering a specific product or service. In this case, “SwiftPay” is the trade name, while “ABC Technologies LLC” remains the legal name used on official documents, such as contracts and tax filings.
Registering a trade name allows businesses to:
- Operate under a more consumer-friendly or brand-focused name
- Use different names for different product lines or services
- Maintain privacy by not using the owner’s legal name (especially in sole proprietorships or single-member LLCs)
Trade names are regulated at the state or local (county) level—not at the federal level. Most states require businesses to register a trade name if they plan to operate under anything other than their legal name. This typically involves a short application and a fee, and in some jurisdictions, publication in a local newspaper is also required.
It’s important to note that registering a trade name does not grant trademark protection. A business can register the same trade name in multiple states without owning the exclusive right to use it nationwide. To secure exclusive rights to a name, a business must apply for a federal trademark with the U.S. Patent and Trademark Office (USPTO).
For non-U.S. founders, trade names can be especially useful when:
- Selling under a brand name that’s easier to market to U.S. customers
- Differentiating multiple business lines within one legal entity
- Using a U.S.-friendly name while retaining a parent company identity abroad
In summary, a trade name is the public-facing name your business uses, separate from the legal name registered with the state. It helps shape your brand identity but requires proper registration and does not offer legal exclusivity like a trademark.
