Doing business as (DBA)
A registered trade name different from the entity's legal name.
Definition
Doing Business As (DBA, also called fictitious name or trade name) is a registered alternative name under which an entity does business. Registered at state or county level. Does not create a separate entity; the underlying LLC retains liability.
Context
DBA useful when running multiple brands under one LLC or operating under a name different from the formal LLC name.
Example
A Delaware LLC named Acme Holdings LLC registers DBA Apex Marketing to operate its marketing services brand. Contracts can be signed in either name; liability flows to Acme Holdings LLC.
Common pitfalls
- DBA registration is state-specific; multi-state operations may need multiple DBAs.
- DBA does not create trademark rights; separate USPTO filing for that.
- Some banks require formal DBA registration before accepting transactions in the DBA name.