A 'Doing Business As' (DBA) is a fictitious name or trade name filed with a state or local government that allows you to operate your business under a name different from your legal personal name or your registered business entity name. For sole proprietors or general partnerships, this means you can run your business without forming a formal legal entity like an LLC or corporation, using a business name that sounds more professional or is more memorable than your own name. For existing LLCs or corporations, a DBA allows you to operate multiple distinct businesses under one parent entity, each with its own unique name, without needing to form separate legal entities for each. Registering a DBA is a crucial step for many entrepreneurs and established businesses seeking to expand their brand identity or operate under a more market-friendly name. It signals to customers and the public the legal name under which your business is operating. While it doesn't create a separate legal entity or offer liability protection like an LLC or corporation, it is a necessary legal formality in most jurisdictions when you use a business name other than your own legal name (for individuals) or the officially registered name of your entity. Lovie can guide you through the process, whether you're starting from scratch or expanding an existing business.
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