Registering a business name in the US isn't one thing — it's three different things depending on what you need. A DBA lets you trade under a name. An LLC protects your assets. A trademark protects your brand. Most new businesses need at least two of the three.
This guide covers exactly what to file, where to file it, and what it costs in every major state — with no fluff.
$5–$175
DBA Filing Cost
$350
Federal Trademark
5 Years
Typical DBA Duration
7
States Require Publication
The 3 Types of Business Name Registration
These serve completely different purposes. Understanding the distinction saves you money and prevents costly mistakes.
DBA / Fictitious Business Name ($5–$175)
A "Doing Business As" registration lets you operate under a trade name. Required for sole proprietors using anything other than their legal name. No liability protection, no name ownership. It's purely a compliance filing — the public has a right to know who's behind the business.
LLC / Corporation Name ($50–$300)
Registering an LLC creates a legal entity and reserves that exact name within your state. Provides liability protection that a DBA does not. However, it doesn't prevent a business in another state from using the same name.
Federal Trademark ($350+ per class)
The only way to get nationwide name protection. Registered with the USPTO, it gives you the legal right to sue for infringement, use the ® symbol, and block infringing imports. Takes 10–12 months to process. This is an asset — the other two are paperwork.
Common mistake: Assuming a DBA protects your name. It doesn't. A competitor can use a similar name, and you have no legal recourse unless you have a trademark. A DBA is permission to use a name — not ownership of it.
How to Register (Step by Step)
Step 1: Search for Name Availability
Check three places: your state's business entity database (Secretary of State website), the USPTO trademark search (to avoid federal conflicts), and domain/social media availability. A name that's available at the state level can still infringe a federal trademark.
Step 2: Choose Your Registration Type
Sole proprietor using a trade name? File a DBA. Want liability protection? Form an LLC. Want to operate your LLC under a different consumer-facing name? You need both an LLC and a DBA. Planning to build a brand? Add a federal trademark.
Step 3: File with the Right Authority
Where you file depends on your state and business structure. Some states file DBAs at the county level (California, Georgia, Massachusetts), others at the state level (Florida, Pennsylvania, Ohio), and some use a hybrid system (Texas, New York, Illinois).
Step 4: Publish (If Required)
Seven states require newspaper publication after filing. California requires 4 consecutive weeks. New York requires 6 weeks (for LLCs — can cost $1,000+ in Manhattan). Georgia requires 2 weeks. Check your state below.
Step 5: Set a Renewal Reminder
Most DBAs expire after 4–10 years. Missing a renewal can void your registration. Set a calendar reminder at least 60 days before expiration.
DBA Registration Costs by State (Top 15)
| State | Filing Fee | Publication? | Renewal |
|---|---|---|---|
| California | ~$26 (county) | Yes (4 weeks) | 5 years |
| Texas | $25 (state) / ~$15 (county) | No | 10 years |
| Florida | $50 | Yes (self-cert) | 5 years |
| New York | $25 + county fee | Yes (LLCs, 6 wks) | No expiration |
| Pennsylvania | $70 | Yes (2 papers) | 10 years |
| Illinois | ~$50 (Cook County) | Yes (3 weeks) | 5 years |
| Ohio | $39 | No | 5 years |
| Georgia | $171–$175 | Yes (2 weeks) | Varies |
| North Carolina | $26 | No | 5 years |
| Michigan | $10–$25 | No | 5 years |
| New Jersey | $50–$57 | No | 5 years |
| Virginia | $10 | No | No expiration |
| Washington | $5 | No | No expiration |
| Arizona | $10 | LLCs only (3 wks) | 5 years |
| Massachusetts | $25–$100 | No | 4 years |
States That Require Newspaper Publication
Publication requirements are a leftover from pre-internet notification laws. They add real cost — especially in New York. Here's what you'll pay beyond the filing fee:
| State | Requirement | Extra Cost |
|---|---|---|
| New York | LLCs: 2 newspapers, 6 weeks | $1,000–$1,500 (Manhattan) |
| California | All FBNs: 1 newspaper, 4 weeks | $40–$150 |
| Pennsylvania | 1 legal journal + 1 general paper | $150–$300 |
| Illinois | Sole props: 1 paper, 3 weeks | $50–$200 |
| Georgia | County legal organ, 2 weeks | ~$40 |
| Arizona | LLCs/Corps: 3 weeks (some counties exempt) | $50–$150 |
| Florida | 1 ad, self-certified (no proof required) | $30–$75 |
Federal Trademark: When You Need One
If you're building a brand (not just filing paperwork), a federal trademark is the real investment. Here's what to expect in 2026:
| Item | Cost | Notes |
|---|---|---|
| Application (per class) | $350 | Using pre-approved descriptions |
| Custom description surcharge | +$200 | Total $550 if using free-form text |
| Section 8 (Year 5–6 maintenance) | $325/class | Declaration of continued use |
| Section 9 (10-year renewal) | $325/class | Perpetual if renewed + in use |
| Processing time | 10–12 months | First action in ~4.5–5 months |
You need a trademark if: you sell online across state lines, you're building a recognizable brand, you want to prevent competitors from using your name, or you plan to license or franchise your business. Most local service businesses can get by with just an LLC + DBA.
Operating Multiple Businesses Under One LLC
You can run multiple brands under a single LLC using DBAs. "Apex Holdings LLC" could register "Apex Plumbing" and "Apex Roofing" as separate DBAs. But there's a tradeoff:
| Strategy | Pros | Cons |
|---|---|---|
| One LLC + multiple DBAs | Cheaper, one tax return, one EIN | Lawsuit against one brand risks all assets |
| Separate LLC per brand | Liability isolation between brands | More admin, more fees (CA: $800/yr each) |
Common Naming Mistakes to Avoid
Geographic names limit growth
"Denver IT Solutions" locks you into one city. Rebranding later is expensive and confusing for customers.
Descriptive names are hard to protect
"Fast Computer Repair" describes the service but can't be trademarked. Distinctive names like "Apple" for computers are far stronger legally.
Sound-alikes trigger infringement
"Kool Kuts" vs "Cool Cuts" — different spelling doesn't matter. Trademark law uses a "likelihood of confusion" standard based on how the name sounds and feels, not how it's spelled.
Skipping the trademark search
A name that's available at your state level might infringe a federal trademark. Always search the USPTO database before committing. A forced rebrand after launch can cost thousands.
Name Clearance Checklist
State database: Search your Secretary of State's business entity database for exact and similar matches.
USPTO trademark search: Search for phonetic equivalents and similar commercial impressions — not just exact matches.
Domain availability: Check .com first. A matching domain builds credibility.
Social media handles: Check Instagram, Facebook, TikTok, and X for consistent branding.
Google search: A simple search reveals existing businesses using similar names in your industry.
Estimate your total startup costs
Name registration is just one expense. Get a complete breakdown including LLC filing, licenses, insurance, and equipment.