DBA (Doing Business As) Guide
What is a DBA?
A DBA, short for 'doing business as,' is a registered trade name that lets an individual or an existing business operate under a name other than the owner's legal name or the entity's registered legal name. A DBA is not a separate legal entity and does not create liability protection; it simply gives the business the legal right to use, and often to open a bank account and sign contracts under, a different public-facing name. A DBA is also called a fictitious name, assumed name, or trade name depending on the state.
What does it cost to file a DBA?
DBA filing is handled at the state or, in many states, the county level, and the fee varies accordingly; check the state page for whether a state-level DBA mechanism exists and, where it does, the fee shown there. Some states also require the new name to be published in a local newspaper for a set number of weeks, which adds a publication cost on top of the filing fee. A small number of states, including Kansas, New Mexico, and South Carolina, have no statewide DBA registration mechanism at all, and any assumed-name filing in those states happens, if at all, at the county or municipal level outside this site's state-level data.
Steps to file a DBA
Filing a DBA generally involves searching existing records to confirm the name is not already taken, completing the state's or county's assumed-name application, paying the filing fee, and, in states that require it, publishing notice of the new name in an approved local publication. Because DBA rules are set at the state or even the county level and are less standardized than LLC or corporation filings, it is especially important to confirm the exact process for the specific state before filing.
When a DBA makes sense
A DBA makes sense for a sole proprietor or an existing LLC or corporation that wants to operate one or more lines of business under a different public name without forming a new legal entity for each one. It is a lighter-weight option than forming a new LLC purely for branding purposes. It is not a substitute for liability protection: a sole proprietor operating under a DBA has the same personal liability exposure as one operating under their own name.
Frequently asked questions
Does a DBA protect my personal assets? No, a DBA is only a name registration; liability protection comes from forming an LLC or corporation, not from filing a DBA. Can an LLC have a DBA? Yes, an existing LLC can register a DBA to operate a division or brand under a different public name while the LLC remains the legal entity behind it. Does a DBA give me exclusive rights to the name? Generally no; a DBA filing is a public notice of use, not a trademark, and does not by itself stop others from using a similar name in other markets.