In New Mexico, a “Doing Business As” (DBA) is officially referred to as a “trade name” or “assumed 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 “Land of Enchantment 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 “Santa Fe 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 Mexico DBA for Your Business Entity?
Before proceeding with the steps to get a DBA in New Mexico, 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 “Albuquerque 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 “Land of Enchantment Enterprises LLC” wants to operate as “Santa Fe Home Makeovers,” they would need to register this trade name.
How to Get a DBA in New Mexico
Follow these steps to get a DBA in New Mexico:
- Search the New Mexico Secretary of State’s 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 Mexico
Your trade name must be unique and comply with New Mexico’s business name requirements. To check availability, use the New Mexico Business Search:
https://portal.sos.state.nm.us/BFS/online/CorporationSearch
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 Mexico DBA
To register your trade name in New Mexico, you need to file an Application for Registration of Trade Name with the New Mexico Secretary of State. You can do this online through the New Mexico Business Services Division:
https://portal.sos.state.nm.us
You’ll 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
The filing fee for registering a trade name in New Mexico is $50. This fee can be paid online during the application process.
New Mexico trade name registrations are valid for 10 years and must be renewed before expiration to maintain the registration.
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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 Mexico.
• 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 Mexico and be well on your way to operating your business under your chosen name.
