In New Jersey, a “Doing Business As” (DBA) is officially referred to as a “trade name.” Registering a trade name allows a business to operate under a name different from its legal name. This can be beneficial for branding purposes or when expanding into new business areas.
For example, if you have an LLC called “Garden State Enterprises LLC” that you use for your general contracting business, but you want to start a separate home renovation service, you could register a trade name like “Newark Home Makeovers” without forming a new LLC.
Filing for a trade name provides business owners with flexibility in branding without the need to create separate legal entities for each business venture.
Note that while a trade name allows you to do business under a different name, it doesn’t provide the legal protections that come with forming an LLC or corporation.
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Do You Need a New Jersey DBA for Your Business Entity?
Before proceeding with the steps to get a DBA in New Jersey, determine if it’s necessary for your business type:
Sole Proprietors: If you’re a sole proprietor operating under a name other than your legal name, you need to register a trade name. For example, if John Smith wants to operate as “Trenton Auto Repair,” he needs to register this as a trade name.
LLCs and Corporations: If these entities want to do business under a name different from their registered name, they need a trade name. For instance, if “Garden State Enterprises LLC” wants to operate as “Newark Home Makeovers,” they would need to register this trade name.
How to Get a DBA in New Jersey
Follow these steps to get a DBA in New Jersey:
- Search the New Jersey Business Name Database to ensure your desired name is available.
- Check if your DBA is available as a domain name (optional).
- File your trade name registration.
- Pay the filing fee.
Step 1: Do a DBA Search in New Jersey
Your trade name must be unique and comply with New Jersey’s business name requirements. To check availability, use the New Jersey Business Name Search:
https://www.njportal.com/DOR/BusinessNameSearch
Ensure your chosen name isn’t already in use and meets state requirements.
Step 2: Check if your name is available as a web domain
While not legally required, it’s wise to check if your trade name is available as a domain name for your future website. You can check domain availability at: godaddy.com/domains
Tips for choosing a domain:
- Aim for a .com domain if possible
- Avoid using hyphens between words
- Sometimes adding a quirky word (“guru”, “school” or “base”) makes for a good brand/domain.
Step 3: Register your New Jersey DBA
In New Jersey, trade names are registered at the county level. You’ll need to file with the county clerk’s office in the county where your business is located. For example, if your business is in Newark, you’d file with the Essex County Clerk:
You’ll typically need to provide the following information:
- Your desired trade name
- Your business’s legal name and address
- A brief description of the nature of your business
- The names and addresses of the business owners
Step 4: Pay the filing fee
Filing fees vary by county. For example, in Essex County, the fee is $50 for the trade name registration. Check with your specific county clerk for exact fees.
New Jersey trade name registrations are typically valid indefinitely, but it’s a good practice to check with your county clerk about any renewal requirements.
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After You Get a DBA For Your Limited Liability Company or Other Entity
Once you’ve secured your trade name, consider these next steps:
• Create a website: Establish an online presence for your business to reach more customers.
• Set up a business bank account: Keep your personal and business finances separate. We recommend Mercury Bank for online banking, but traditional banks are also an option.
• Obtain necessary licenses and permits: Ensure you have all required licenses and permits to operate legally in New Jersey.
• Consider business insurance: Protect your business with appropriate insurance coverage.
By following these steps, you’ll have successfully registered your trade name (DBA) in New Jersey and be well on your way to operating your business under your chosen name.
