How to Register a Business Name: DBA vs. Entity Name vs. Trademark vs. Domain
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How we wrote this: A summary of the U.S. Small Business Administration's guidance on choosing and registering a business name, plus the official USPTO and ICANN resources it points to (linked below), checked October 28, 2026. It is general information, not legal advice. DBA rules are set by states, counties and cities, so check yours.
"Registering a business name" can mean four different things, and they protect different things. The SBA's Launch your business guide lays them out:
| Registration | Who you file with | What it does |
|---|---|---|
| Entity name | Your state | Protects the name at the state level, for an LLC, corporation or similar entity |
| Trademark | U.S. Patent and Trademark Office | Protects a name for your goods and services nationally |
| DBA ("doing business as") | State, county or city, depending on where you are | Lets you operate under a name other than your own or your entity's. The SBA says it gives no legal protection by itself, but may be legally required |
| Domain name | An accredited domain registrar | Reserves your website address for as long as you keep renewing it |
The SBA notes that each registration is legally independent. Most businesses use the same name everywhere, but you're not normally required to.
Entity name
If you form an LLC or corporation, the state registers its legal name as part of formation. Per the SBA, most states won't let you register a name someone else already holds, some require the name to reflect your type of business, and each state has its own rules on suffixes such as "LLC" or "Inc." In most cases the registration stops others from operating under the same entity name in that state. Our guide to choosing a business structure covers whether you need an entity at all.
DBA (assumed, fictitious or trade name)
A DBA lets you do business under a different name. For example, a sole proprietor named Jordan Lee who wants to sell as "Riverside Bikes," or an LLC that wants to market a product line under a second brand. The SBA's key points:
- It goes by several names: trade name, fictitious name or assumed name.
- You might need to register it with your state, county or city. Most states require registration if you use one.
- It doesn't provide legal protection for the name, and several businesses in one state can use the same DBA. Trademark law still applies.
- The SBA notes that a DBA plus a federal tax ID (EIN) lets you open a business bank account under that name. See how to get an EIN.
Requirements vary by business structure and by state, county and municipality, so the SBA says to check with your local government offices. Your state's secretary of state website and your county clerk are the usual starting points.
Trademark
A federal trademark protects your name for specific goods and services across the United States. The SBA points out that businesses in every state can face trademark infringement lawsuits, which can be costly. Before you commit to a name, search the USPTO's official trademark database. Registering a trademark is a separate application to the USPTO.
Domain name
Once you register a domain, no one else can use it while you keep renewing it. The SBA suggests checking ICANN's list of accredited registrars and choosing one with a good mix of price and service. Your domain doesn't have to match your legal name, trademark or DBA exactly.
A practical order
- Search first: your state's business name database, the USPTO trademark database and domain availability, before you print anything.
- Form your entity, if you're using one, which registers the entity name.
- Get an EIN.
- File a DBA if you'll trade under any name other than your own (sole proprietors) or your entity's legal name.
- Register the domain and set up business email. See our guide to passwords and MFA for a small business before you do.
- Consider a trademark once the name is part of your brand.