DBA (Doing Business As)

A DBA — short for "Doing Business As" — is a registration that allows your business to operate under a name different from the legal name on file with your state. It's also called a trade name, fictitious business name, or assumed name, depending on your state.

Here's why it matters: when you form an LLC, the legal name is whatever you registered — say, "JG Consulting LLC." But maybe you want your clients to see "Brightpath Consulting" on your website, invoices, and business cards. A DBA registration lets you legally do business under that name without forming a whole new entity. You can also accept payments and open bank accounts under your DBA name.

The process varies by state and county. In most places, you file a DBA with your county clerk's office or secretary of state, pay a small fee ($10-$100), and in some states you're required to publish a notice in a local newspaper. The registration typically lasts 5 years before you need to renew. One business can have multiple DBAs if it operates different brands or divisions.

A DBA gives you branding flexibility without the cost and complexity of forming a new legal entity for every product line or brand. It's especially useful for sole proprietors who want to operate under a professional business name instead of their personal name. Banks typically require a DBA certificate before they'll let you open an account or deposit checks made out to your trade name. Without one, you could lose business — literally, if a client writes a check to "Brightpath Consulting" and your bank won't accept it because that's not your legal name.