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Registration of a fictitious name is required in all states.

You would then be “California Wines Outlets LLC, DBA Monterey Wine Outlet." For example, if your LLC is registered as “California Wine Outlets LLC," and you decide to open a store in Monterey, you might want to use the name “Monterey Wine Outlet" for that store, in order to present it as a local business.

Using a name for your business that you believe will give you a marketing advantage, such as by more accurately describing the nature of your business, making a local connection, or getting a favorable alphabetical position in phone book or online listings.

For example, Summit Enterprises LLC might want to use “Summit Property Management" for a business that owns or manages rental properties and “Summit Yard Services" for a business that provides lawn and garden maintenance.

Being able to operate multiple businesses under one LLC, rather than forming separate LLCs.

The two most common reasons for using a fictitious name are:

The laws of most states refer to such a business name as an “assumed name," “fictitious name," or “tradename." Such a name is also commonly referred to as a DBA name or business name. For example, if your LLC is registered under the name “Jane Jones Enterprises LLC," but you wish to do business under the name “JJ's Computer Services," you would use “Jane Jones Enterprises LLC, DBA JJ's Computer Services." If an LLC conducts business under a name other than the one that was registered for the LLC, it needs to register the other name as a DBA.ĭBA (sometimes seen as “dba") is an abbreviation for “doing business as." Using a DBA is how an LLC uses a different name to conduct business. This is usually a name that is better suited for marketing and advertising purposes. Some LLCs find advantages to using a different name to conduct business. Once your LLC is registered, you may conduct business under the official name of your LLC as it is registered. This is typically done by filing LLC articles of organization with the state agency that regulates businesses. This name was included in the documents you filed to register the LLC. When you created your limited liability company (LLC), you chose a name for it.