Doing business as (DBA): The "AKA" for your business

When you form your LLC or corporation, the documents you file with the state contain your “legal” or true business name. But this doesn’t have to be the name you use to do business.

Reasons for using a DBA name

A business might choose to do business under an assumed name for a variety of reasons:

• Transact business under the company’s domain name
• Achieve marketing, branding, expansion, or other goals
• Use a newer name that’s easier to remember or pronounce
• Accentuate different divisions or products
• Avoid negative publicity or be known by different names in different parts of the country
• Maintain flexibility as trends and customer preferences change 

Is DBA the same as an assumed name? 

The various states have different names for a DBA filing. Some states call it an assumed name, while others call it DBA (doing business as), fictitious name, trade name, or another term.

Also, “doing business” is a term that each state often defines differently.

CT observation: You may want to do business under more than one assumed name. If so, states generally require a separate document be filed for each. 

Does a DBA filing protect your business name?

Assumed names, or DBA names, are not “exclusive” in many states. This means that two or more businesses can voluntarily file a DBA as “Perfect Pavers.”

CT observation: If you want to legally protect your name, you may be able to take advantage of tradename and trademark laws.

A doing business as (DBA) registration is among various methods available for registering your business name. Each registration method has its own distinct purpose, and certain registrations may be legally mandatory depending on the structure and location of your business.

• Entity name protects you at a state level
• Trademark protects you at a federal level
• Doing business as (DBA) doesn’t give legal protection, but it might be legally required
• A domain name safeguards the web address of your business website

DBAs are public records

States primarily require DBA filings to protect members of the public who deal with businesses using names other than the official business name. These publicly available filings may be used to check credit ratings, search for security interests, etc.

CT observation: By filing a DBA, you’re essentially telling the state and the public, “I formed my LLC as The John Smith LLC, but the public and my customers know us as Superlative Salon.” 

Also, the number of DBAs you could file generally isn’t restricted—the sky’s the limit! 

Learn more

Whether you operate your business as a corporation, LLC, sole proprietor, or general partnership, you must follow every state’s specific DBA requirements for your business type. For DBA support, contact a CT representative today.