A DBA (doing business as), called an assumed name in Texas, lets an existing legal entity market under a different brand without forming a new company.
Do you need an assumed name?
You may need a filing when:
- Your LLC or corporation markets under a brand different from its legal name
- You acquired a brand and want public-facing signage to match
- A bank or processor requires proof of the trade name
Sole proprietors and general partnerships often file at the county level; many registered entities file with the Texas Secretary of State.
Filing path decision tree
| Structure | Typical filing location |
|---|---|
| LLC / corporation / LP using assumed name | Texas SOS (entity assumed name certificate) |
| Sole proprietor / some partnerships | County clerk in counties where business is conducted |
Always confirm current form names and fees on official SOS and county sites before filing.
Name search and brand risk
Before filing:
- Search SOS entity records for confusingly similar legal names.
- Check county assumed name indexes where you operate.
- Consider federal trademark screening for national brands.
An assumed name certificate does not by itself grant trademark rights.
After you file
- Update contracts to clarify legal entity vs DBA
- Align bank accounts and merchant descriptors
- Refresh website footers and privacy disclosures
- Tie marketing UTMs to the correct entity for analytics