Naming Your Business: Corporate Names, Fictitious Names, and DBAs
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Choosing a business name generally means making two related decisions: what your official corporate name will be, and whether you also want to operate under a different public-facing name, known as a DBA or trade name. Your corporate name is governed by the formation rules of the state where you register your business, while a DBA is a separate registration that lets you present your business publicly under a different name. Understanding both layers before you commit to a name can save you from re-registering later or running into naming conflicts down the road.
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Your Corporate Name vs. Your Trade Name (DBA)
Every registered business has an official corporate name, and some businesses also operate under a separate trade name, or DBA, for public-facing purposes. Your corporate name is the one listed on your formation paperwork — your articles of incorporation or articles of organization — and it's the name you use for taxes and official filings. A DBA, short for "doing business as," is a different name you're permitted to use for everyday business activities like invoicing, marketing, or signage.
A DBA isn't a separate legal entity — it doesn't change your business structure or your liability protection. It simply gives you permission to operate publicly under a name other than your official one. If you want the full picture on what a DBA is, how it compares to forming an LLC, and who typically needs one, see our complete guide: What Is a DBA?
Businesses often use a DBA when their official name doesn't fit every part of how they operate. For example, your official company name might be "Midwest Towing, Inc.," but you might also register separate DBAs for the cities where you operate, such as "Chicago Towing" and "Omaha Towing." In some cases, there's no difference between your DBA and your corporate name at all — and that's often the simplest setup, since there's no confusion about what your business is officially called.
Legal Requirements for a Corporate Name
Your corporate name has to meet certain legal requirements that a DBA generally doesn't. In most states, a corporation's official name must include one of the following words or an accepted abbreviation:
- Corporation or Co.
- Incorporated or Inc.
- Limited or Ltd.
Some business owners want to avoid these words because they give a more formal impression than the owner wants to convey. This is one of the most common reasons a business chooses to register a DBA alongside its corporate name — it lets the business keep a required legal suffix on official paperwork while presenting a more approachable name to customers.
Your unofficial or working name can sometimes become your official corporate name as you grow from a sole proprietorship into an LLC or corporation, but that isn't always possible. If another business is already operating under a similar name in your state, you may not be able to register that name as your corporate name, even if you've used it informally for years. If you want to incorporate while keeping the goodwill you've built under an existing name, registering that name as a DBA rather than a corporate name may be the better solution.
Registering a DBA or Fictitious Name
If you plan to operate under anything other than your official corporate name — including running a sole proprietorship under anything but your own name — you'll generally need to register that name with the appropriate government authority. Requirements vary significantly by state: some handle DBA registration at the state level, others at the county level, and not every state requires registration in the first place. For example, businesses in Hawaii aren't required to register a trade name, though they can choose to file one, while businesses in Washington State must register all trade names or DBAs with the Business Licensing Service.
Because the process differs so much depending on where you're located, it's worth confirming your own state's specific requirements before registering. For a full explanation of what a DBA is and how the concept generally works, see What Is a DBA? For help preparing and filing the actual registration, LegalNature's DBA filing service can walk you through your state's specific process.
Tips for Choosing a Corporate Name or DBA
Naming your business is a personal process, and it's worth dedicating real time and effort to it before you commit. A few things to keep in mind as you narrow down your options:
- Use your name to communicate. Your business name should give customers a sense of what you do. That might mean stating it directly, like "Johnson Heating and Cooling," or reflecting your company's values, like "Home Town Furniture Restoration."
- Don't let your name limit you. Many businesses name themselves after a town or geographic area, which can become a problem if the company later expands beyond that location.
- Steer clear of common pitfalls. Avoid inside jokes, overly long or confusing names, and strings of random letters or numbers. Think through how your name might abbreviate — "The People's Motorcycle Shop" abbreviates to "PMS," for example, which probably isn't the impression you're going for.
- Think like a customer. Choose a name that's meaningful to you but also appealing to the customers you want to attract, and consider how people might search for a business like yours online.
Searching for Your Business Name Before You Register
Before you commit to a name, search to confirm it isn't already in use. You can typically search your state's Secretary of State business database online to see whether your desired corporate name is already registered in that state. Your County Clerk's office keeps a separate list of registered DBAs and fictitious names, so it's worth searching there too if you're considering a trade name, to make sure it isn't too similar to another business's existing DBA.
It's also worth doing a general web search to see if other businesses are already using a similar name, even informally. Finally, the U.S. Patent and Trademark Office maintains a free, searchable database of all federally registered trademarks, and many states maintain similar databases for state-level trademarks. If you plan to do business in more than one state, it's a good idea to search each relevant state's database as well as the federal one.
When to Get Help with Naming and Registration
Naming a business involves more than picking something that sounds good — it means understanding the legal requirements for your corporate name, deciding whether a DBA fits your situation, and searching thoroughly before you register anything. If you've decided you need a DBA, LegalNature's DBA filing service can help you prepare and file it correctly for your state. If you're still deciding on a business structure altogether, our LLC and corporation formation services can help you get your official corporate name registered from the start.
Frequently Asked Questions
Do I need a DBA if I'm forming an LLC or corporation?
Only if you want to operate under a name different from the one on your formation paperwork. If your LLC or corporation will use its official registered name for everything, you generally don't need a separate DBA.
Can I use any name I want for my corporation?
Not entirely. Your corporate name generally must include a required suffix, such as "Corporation," "Incorporated," or "Limited" (or an accepted abbreviation), and it can't be identical or confusingly similar to another registered business name in your state.
What's the difference between a corporate name and a trade name?
Your corporate name is your official legal name, registered with the state as part of your formation paperwork. A trade name, or DBA, is a separate name you're permitted to use publicly for everyday business activities, without changing your legal structure.
Do I need to trademark my business name?
Registering your corporate name or a DBA doesn't protect that name from use by other businesses. If protecting your name from competitors matters to you, you'll need to separately register a trademark, generally through the U.S. Patent and Trademark Office.
Conclusion
Naming your business really involves two decisions: choosing an official corporate name that meets your state's legal requirements, and deciding whether a DBA makes sense for how you want to present your business publicly. Searching thoroughly before you register — through your state's business database, your County Clerk's office, and the USPTO — helps you avoid conflicts down the road. Whether you're ready to register a DBA or still working out your business structure, LegalNature's business formation and DBA filing services can help you get it set up correctly from the start.