By Jake Lawson | Last updated: [04.08.2025]
After helping over 1,200 entrepreneurs launch their LLCs, I get this question constantly: “Jake, do I need to file a DBA for my LLC?”
Here’s the short answer: Probably not.
But before you click away, let me explain why most people get this wrong, when you actually DO need one, and how to avoid the common mistakes that cost entrepreneurs time and money.
What Exactly Is a DBA? (Skip the Jargon)
DBA stands for “Doing Business As,” but different states call it different things just to keep us all confused:
- Assumed Name
- Fictitious Name
- Trade Name
- Trading As
Think of a DBA as a business nickname. That’s it. It’s not a separate legal entity—it’s just an alias that sits on top of your existing business structure.
Real-world example: If you own “Smith Consulting LLC” but want to market your services as “Peak Performance Advisors,” that second name would be your DBA.
The Biggest DBA Mistake I See (And It’s Expensive)
Here’s where people mess up: They think filing a DBA creates actual legal protection.
Wrong.
If you’re just a person who files a DBA (let’s say “Mike’s Landscaping”), you haven’t formed a company—you’ve created a sole proprietorship with a fancy name. Mike and “Mike’s Landscaping” are legally the exact same person. No asset protection. No tax benefits. Just a more expensive way to get sued personally.
I’ve seen too many entrepreneurs think they’re “protected” because they have a DBA. They’re not. They’re just sole proprietors with business cards.
How DBAs Actually Work (The Nickname Analogy)
A DBA is like a nickname that “sits on top of” either:
- A person (creating a sole proprietorship)
- A legal entity like an LLC or corporation
Example 1: DBA + Sole Proprietorship
- Person: Sarah Johnson
- DBA: “Johnson Creative Studios”
- Reality: Sarah Johnson and Johnson Creative Studios are the same person legally
Example 2: DBA + LLC
- LLC: “SJ Holdings LLC”
- DBA: “Johnson Creative Studios”
- Reality: Johnson Creative Studios is just a marketing name for SJ Holdings LLC
The second option gives you actual legal protection. The first one? You’re just a sole proprietor with expensive business cards.
Do You Actually Need a DBA for Your LLC?
Here’s my decision tree (I use this with every client):
Does your LLC operate under its exact legal name? → No DBA needed
Does your LLC operate under a different name than what’s registered with the state? → You need a DBA
When You DON’T Need a DBA
You formed “Mountain View Marketing LLC” and you:
- Use “Mountain View Marketing LLC” on your website
- Invoice clients as “Mountain View Marketing LLC”
- Sign contracts as “Mountain View Marketing LLC”
- Market yourself as “Mountain View Marketing LLC”
Result: No DBA needed. You’re golden.
When You DO Need a DBA
You formed “Mountain View Marketing LLC” but you want to:
- Market as “Peak Digital Solutions”
- Have a website called “Peak Digital Solutions”
- Invoice clients as “Peak Digital Solutions”
Result: You need to file a DBA for “Peak Digital Solutions” owned by Mountain View Marketing LLC.
My Honest Recommendation: Skip the DBA
Unless you have a compelling reason (which I’ll cover next), I recommend against DBAs for most LLCs. Here’s why:
The Hidden Costs Nobody Tells You About
- Extra filing fees (usually $50-200+ depending on your state)
- Renewal requirements (many states make you renew every 1-5 years)
- Newspaper publication requirements in some states (this can cost $200-500+)
- Multiple county filings if your state handles DBAs at the county level
- Banking confusion when opening accounts and managing finances
- Tax complications that confuse even experienced business owners
Reality check: Most entrepreneurs who think they need a DBA actually just need better branding.
When DBAs Actually Make Sense (The Exceptions)
Despite my general recommendation against them, here are the legitimate scenarios where I tell clients to get a DBA:
1. Dropping the “LLC” for Marketing
You formed “Peak Performance LLC” but want to market as just “Peak Performance” without the LLC designation.
Important: Not all states allow this. Some won’t let you register a DBA that’s identical to your LLC name minus the “LLC.” Call your state or county clerk before filing.
2. Running Multiple Business Lines
You own “Johnson Holdings LLC” but operate:
- A consulting practice (“Johnson Consulting”)
- A coaching business (“Peak Performance Coaching”)
- An online store (“Johnson’s Gadgets”)
You could file DBAs for each business line under your one LLC.
My take: This works for small ventures, but if any of these businesses grow significantly, form separate LLCs for better asset protection.
3. Multiple Physical Locations
You own “Restaurant Holdings LLC” but operate:
- “Mario’s Pizza” (Location 1)
- “Luigi’s Pasta” (Location 2)
- “Tony’s Subs” (Location 3)
DBAs work here, but again, separate LLCs might offer better protection as you scale.
4. Franchise Operations
You bought a McDonald’s franchise but formed “Smith Restaurant Holdings LLC” for asset protection. You’ll need a DBA for “McDonald’s” to operate under the franchise name.
Note: You can only use trademarked names like “McDonald’s” because your franchise agreement gives you that right. Don’t try this with names you don’t have permission to use.
How to File a DBA (If You Really Need One)
There are over 900 jurisdictions where you can file DBAs in the U.S.—I’m not listing them all because that would be insane.
Step 1: Determine Your Filing Location
Call your Secretary of State’s office and ask: “Are DBAs filed at the state level or county level?”
State-level filing: Get forms and instructions from the Secretary of State County-level filing: Contact your county clerk’s office
Step 2: Check Name Availability
Make sure your desired DBA name isn’t already taken and doesn’t infringe on existing trademarks.
Step 3: File the Paperwork
Submit your application with the required fees (typically $50-200).
Step 4: Handle Publication Requirements
Some states require you to publish a notice in a local newspaper. This can cost $200-500+ depending on your location.
Step 5: Update Your Business Systems
- Notify your bank
- Update business licenses
- Revise contracts and agreements
- Modify your business insurance
Pro tip: Many states require DBA renewals every 1-5 years. Set a calendar reminder now.
Common DBA Questions (From Real Clients)
“Can I just change my LLC name instead of filing a DBA?”
Yes! Sometimes it’s easier to change your LLC name than deal with DBA hassles. I’ve helped dozens of clients do this.
“Do I need a new EIN for my DBA?”
No. Your LLC keeps its existing EIN. The DBA is just a nickname—it doesn’t get its own tax ID number.
“Can I have multiple DBAs under one LLC?”
Yes, but each DBA requires a separate filing and fee. This gets expensive and complicated quickly.
“What happens to my bank account?”
You can usually add your DBA name to your existing LLC bank account, allowing you to deposit checks made out to either name.
The Bottom Line on DBAs
Most entrepreneurs who think they need a DBA actually need one of these instead:
- Better branding strategy that works with their LLC name
- A simple LLC name change
- Separate LLCs for different business lines (better protection)
- Professional marketing that makes their LLC name more memorable
My recommendation: Unless you’re in one of the specific scenarios I outlined above, skip the DBA. Use your LLC’s full legal name and focus on building a strong brand around it.
Need Help Deciding?
Still not sure if you need a DBA? Here’s what I tell all my clients:
Start simple. Form your LLC with a name you can live with long-term. Focus on launching your business and serving customers. You can always add a DBA later if your business evolves in a direction that truly requires it.
Most successful businesses operate under their legal entity names just fine. Nike is technically “Nike, Inc.” Apple is “Apple Inc.” They’ve done okay without DBAs.
Ready to Form Your LLC the Right Way?
I’ve spent 15+ years helping entrepreneurs navigate these decisions. Whether you need a DBA or not, the foundation of your business starts with choosing the right state and formation service.
Check out my guides:
- Best States to Form Your LLC
- Honest Reviews of Formation Services
- Complete LLC Formation Checklist
Questions? Drop me a line at [contact email]. I personally read every message and respond within 48 hours.
Jake Lawson is an LLC Formation Strategist with over 15 years of experience helping entrepreneurs from 40+ countries navigate U.S. business formation. He holds an MBA in Finance from UT Austin and is a Certified Tax Consultant (CTC). His no-nonsense approach has helped over 1,200 businesses launch successfully.
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