Adding a second business name to your LLC is a straightforward process that gives you the flexibility to operate under multiple brands while keeping the legal protection of a single entity. The most common way to do this is by filing for a “DBA” (Doing Business As), sometimes called a fictitious name, trade name, or assumed name depending on your state.
What Is a DBA?
A DBA allows your LLC to legally conduct business under a name different from the one registered with the state. For example, if your LLC is called “Smith Enterprises LLC” but you want to launch a coffee shop branded as “Riverside Roasters,” you would file a DBA to operate under that second name. The LLC remains the legal owner, but the public sees the new brand.
How to File a DBA
The exact process depends on your location, but it typically involves these steps:
- Search your state or county database to make sure your desired name is available.
- Complete a DBA registration form through your Secretary of State, county clerk, or local business office.
- Pay the filing fee, which usually ranges from $10 to $100.
- Publish a notice in a local newspaper if your state requires it (such as New York or California).
- Renew the DBA periodically, as most filings expire every 5 to 10 years.
Why Add a Second Business Name?
A DBA is useful when you want to launch a new product line, target a different customer base, or test a new brand without forming a separate LLC. It saves on filing fees and ongoing compliance costs while still letting you market under multiple identities.
Things to Keep in Mind
A DBA does not create a new legal entity, so all liabilities still fall on your original LLC. You will also need to use your LLC’s EIN for taxes and may need to update your bank to accept payments under the new name.