DBA’s, Legal Business Names & Trademarks What is the Difference

DBA, Business Name, or Trademark? What’s the Difference and Why It Matters

If you’re starting a business, publishing a book, launching a brand, or selling products, you’ll quickly run into three terms that sound similar but mean very different things: DBA, business name, and trademark. Understanding the distinction can save you legal headaches—and money—down the road.

What Is a DBA?

A DBA (“Doing Business As”) is a registered nickname for your business.

It allows you to operate under a name different from your legal entity name.
DBAs are registered at the state, county, or city level, depending on your jurisdiction.
A DBA does not create a separate legal entity.
It does not give you ownership or exclusive rights to the name beyond basic local notice.

Example:
Your LLC is legally named Bronson Creative LLC, but you want to sell books under Moon Harbor Press. Registering Moon Harbor Press as a DBA allows you to use that name publicly.

What a DBA does NOT do:

It does not protect your brand nationwide
It does not stop others from using the same or similar name
It does not grant intellectual property rights

How to Register a DBA in Missouri

https://www.northwestregisteredagent.com/dba/missouri

How to Register a Trademark

https://www.northwestregisteredagent.com/trademark-service

What Is a Business Name?

A business name is simply the name associated with your legal entity—such as an LLC or corporation.

When you form an LLC or corporation, the state checks that the name is not already taken in that state
This prevents duplicate names for legal entities, not branding conflicts
Protection is limited and state-specific

Important:
Having an LLC name does not automatically give you trademark rights or brand protection.

What Is a Trademark?

A trademark protects brand identifiers—names, logos, slogans, or symbols that distinguish your goods or services.

Trademarks can be registered at the federal level (USPTO) or at the state level
A federal trademark gives you nationwide rights within your category of goods or services
Trademarks are part of intellectual property law

Example:
You can have a DBA or LLC name that’s legal to use locally—but still infringe on someone else’s trademark if you operate in the same industry.

Why This Difference Matters

Many people assume that registering a DBA or forming an LLC means they “own” the name. That’s not true.Registration TypeLegal Entity?Brand Protection?Geographic ScopeDBANoNoLocalLLC/Corp NameYesLimitedStateTrademarkNoYesState or National

If you’re:

Publishing books
Selling products online
Building a recognizable brand
Planning to scale or license your work

A trademark is the only option that actually protects your brand identity.

The Smart Approach

Many businesses use all three:

Form an LLC or corporation (legal protection)
Register a DBA (brand flexibility)
Trademark the name or logo (brand ownership)

Each serves a different purpose—and together they create a strong, professional foundation.

Bottom Line

DBAs and business names are administrative tools
Trademarks are brand protection
One does not replace the other

If your name matters to your business long-term, trademark law—not a DBA—is what truly protects it.