Patent Attorney and Founder
Can I list my DBA as the trademark owner?
Short answer: No, not by itself. A DBA (Doing Business As) isn’t a legal entity. It’s just a nickname for your business. The USPTO (U.S. Patent and Trademark Office) needs to know who actually owns the trademark—meaning a real person or a legal entity like an LLC, corporation, or nonprofit.
You can mention your DBA in the application, usually as the name the public sees. But when it comes to ownership, the trademark needs to be tied to your LLC, yourself as an individual, or some other actual business entity.
What if I don’t want my new brand linked to my current LLC?
That’s where it gets tricky. If your current LLC files the trademark, it will show up in public records. Anyone doing a bit of digging could connect the dots.
If you’re trying to keep this new brand separate—like, truly separate from your main company—then your best bet is to create a new LLC. That way, there’s a clean line between your existing business and this new one.
I get it, though. Setting up another LLC feels like overkill when you’re just starting something new. But from a privacy and legal standpoint, it’s the cleanest option.
Can I just file a DBA instead of a new LLC?
You can file a DBA for the new brand name, sure. But again, the DBA ties back to your existing LLC. And yes, that info is public. People can see your LLC operates under multiple names, especially through Secretary of State records.
So if you’re trying to stay low-key or keep your business lines totally separate, a DBA doesn’t really solve the problem.
Any way to stay anonymous?
There are options. Some states let you form LLCs or corporations without making your name public. States like:
- Delaware
- Wyoming
- New Mexico
- Nevada
These allow for a bit more privacy when it comes to ownership details. You can also use a registered agent service to shield your personal info.
But even then, if someone really wants to find out, there’s often a trail.
Bottom line? If privacy matters and you want your new brand completely separate, forming a new LLC is the safest move. It’s more work upfront, but it avoids a lot of headaches later.
Let me know if you want help weighing the cost vs. risk or setting up a new LLC the right way.