Registering a DBA Name: What Actually Works
Registering a doing business as name when a business operates under a name different from its legal name.
Priya Raghunathan
What is at stake
Many states and localities require DBA registration, but it does not provide trademark rights.
The playbook
- Check state and local requirements
- Search trademarks before registering
- Keep DBA registrations current
- Use the name consistently
- Consider trademark registration separately
Where it goes wrong
Avoid:
- Assuming a DBA protects the name
- Using unregistered DBAs
- Names that conflict with trademarks
- Letting registrations lapse
The numbers behind it
| Measure | Figure |
|---|---|
| DBA | a trade name used instead of the legal business name |
| Registration | is handled by state or local governments |
| Trademark rights | DBA registration does not provide trademark protection |
| Banking | banks often require DBA documents |
Getting outside help
When to hand it over: Bring in help when launching new brands under an existing company.
Where this comes from
- U.S. Small Business Administration — Choose your business name
- United States Patent and Trademark Office — Trademark basics
The figures and practices above come from the sources listed.
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Where to go next
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