Setting up a “doing business as” name, commonly called a DBA, involves registering a trade name with your state or county government so you can legally operate under a name different from your own legal name or your company’s formal name. The process is straightforward and typically takes less than an hour of paperwork, but the exact steps depend on where you live and what type of business entity you have.
What a DBA Actually Does
A DBA (also called a fictitious name, trade name, or assumed name) is not a business entity. It doesn’t create a new legal structure the way forming an LLC or corporation does. It simply registers an alternative name you’ll use publicly. A sole proprietor named Maria Rodriguez who wants to operate a bakery called “Sunrise Pastries” would file a DBA so she can accept payments, sign contracts, and market herself under that name instead of her personal name.
LLCs and corporations also use DBAs. If you formed an LLC called “Rodriguez Enterprises LLC” but want to run two brands under it, you’d file a DBA for each brand name. The DBA links the public-facing name back to your legal entity on file with the government.
One important distinction: a DBA does not give you liability protection. If you operate as a sole proprietor with a DBA, you are personally responsible for all business debts, lawsuits, and obligations. Only a formal entity like an LLC creates a legal separation between your personal assets and your business liabilities. A DBA also doesn’t guarantee name exclusivity the way an LLC or trademark registration does. Someone else in your state could potentially register the same or a similar name.
Where to File Your DBA
DBA registration happens at either the state or county level, depending on where you operate. Some jurisdictions require you to file with the secretary of state’s office, while others handle it through the county clerk. A handful of cities maintain their own DBA registration offices as well.
To find out where you need to file, start with your state’s secretary of state website. Most have a business name registration section that will either let you file online or direct you to the correct county office. If your state handles DBAs at the county level, you’ll file with the county clerk in the county where your business is physically located. If you operate in multiple counties, some states require you to register in each one.
Steps to Register
Search for Name Availability
Before filing, check whether your desired name is already in use. Most secretary of state websites have a free business name search tool. Even if your state files DBAs at the county level, searching the state database helps you avoid conflicts with existing LLCs, corporations, or other registered names. You should also search the U.S. Patent and Trademark Office database (USPTO.gov) to make sure you’re not infringing on a federally registered trademark.
Complete the Registration Form
The actual filing is a short form. You’ll provide your legal name (or your LLC/corporation name), the DBA name you want to use, your business address, and a brief description of your business activity. Some states ask for additional details like the names of all owners or partners.
Filing fees vary widely by state and county, generally ranging from about $10 to $100. Many jurisdictions now offer online filing, which speeds up processing to a few business days. Paper filings submitted by mail can take a few weeks.
Publish a Public Notice (If Required)
Several states require you to publish a notice of your DBA registration in a local newspaper. This public notice requirement exists so that anyone doing business with you can find out the legal name behind your trade name.
The specifics differ by state. Some require publication once a week for four consecutive weeks in a general circulation newspaper near your principal place of business. Others require two consecutive weeks of publication. You typically need to complete this publication within 30 to 60 days after your DBA is approved. The newspaper will usually charge a publication fee, which can run anywhere from $30 to $200 depending on the publication and local rates. After the notice runs, the newspaper provides you with an affidavit of publication, which you may need to file with the registering office as proof.
Not every state requires newspaper publication. Check your filing jurisdiction’s instructions carefully, because skipping this step where it’s required can invalidate your registration.
Get an EIN If You Don’t Have One
An Employer Identification Number (EIN) is a federal tax ID for your business, issued free by the IRS. If you’re a sole proprietor with no employees, you can technically use your Social Security number for tax purposes, but getting an EIN is still a good idea. It keeps your SSN off business documents, and you’ll need it if you ever hire employees or open a business bank account under your DBA.
You can apply for an EIN online at IRS.gov in about 10 minutes. The number is issued immediately at the end of the application.
Open a Business Bank Account
Once your DBA is registered, you can open a bank account in your business name. This is one of the main practical reasons people file a DBA: it lets you deposit checks and accept payments made out to your trade name rather than your personal name.
Banks typically ask for your EIN (or SSN for sole proprietors), a copy of your DBA registration certificate, your business formation documents if you have an LLC or corporation, any ownership agreements, and a government-issued photo ID. Requirements vary by bank, so call ahead or check their website before your visit. Some banks let you open a business account online if you can upload your documents digitally.
Renewal and Maintenance
DBA registrations don’t last forever. Most states and counties require renewal every five to ten years, though the exact period varies. Some jurisdictions send a reminder notice before expiration, but many don’t, so mark the renewal date on your calendar. Letting a DBA lapse means you’d need to re-register and potentially lose the name to someone else in the meantime.
If you stop using the DBA name or close the business, you should formally cancel or withdraw the registration. This is usually a simple one-page form filed with the same office where you originally registered.
When a DBA Alone Isn’t Enough
A DBA works well for sole proprietors who want a professional brand name, or for existing LLCs and corporations that need to operate under an additional name. But if your main concern is protecting personal assets from business liabilities, a DBA by itself won’t help. You’d need to form an LLC or corporation first, then file a DBA under that entity if you want to use a different public-facing name.
Similarly, if you want exclusive rights to your business name across your entire state or nationally, a DBA registration won’t provide that. State-level name protection comes with LLC or corporation formation, and national protection requires a federal trademark. A DBA simply puts your chosen name on file in your local jurisdiction.
Typical Costs and Timeline
For most people, the entire DBA setup costs between $20 and $200, depending on your state’s filing fee and whether you need to publish a newspaper notice. There’s no attorney needed and no complex paperwork. If you file online in a state that doesn’t require publication, you could have your DBA registered within a few business days. States that require newspaper publication will add four to six weeks to the process.
The ongoing cost is minimal. Renewal fees are generally the same as the original filing fee, and you’ll only pay them every several years. Compared to forming an LLC, which involves higher formation fees and annual reporting requirements in most states, a DBA is the simplest and cheapest way to operate under a business name.