How to Get a New Jersey DBA Name

Although filing for a DBA is similar nationwide, there are specific rules to follow when getting a New Jersey DBA. Read on to learn more.
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Swyft Filings is committed to providing accurate, reliable information to help you make informed decisions for your business. That's why our content is written and edited by professional editors, writers, and subject matter experts. Learn more about how Swyft Filings works, our editorial team and standards, what our customers think of us, and more on our trust page.

Carlos Serrano
Written by Carlos Serrano
Written byCarlos Serrano
Updated February 26, 2024
Edited by Alexis Konovodoff
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If you want to operate a New Jersey company under a name different from its legal name, you’ll need to file for a New Jersey DBA. DBA stands for “doing business as,” and it’s an alternate or fictitious business name you can use for marketing and other purposes. 

Filing for a DBA isn’t too tricky, but there are several steps involved. This guide will explain all you need to know.

DBA in New Jersey: Key Takeaways

  • A New Jersey DBA is an alternative name for businesses to operate under.

  • Business owners must file a Registration of Alternate Name form with the NJ Division of Revenue to file for a DBA.

  • The process varies depending on what type of business you run.

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What Is a DBA?

Before filing for a New Jersey DBA, it’s crucial to thoroughly understand what a DBA is and why it’s needed. A DBA is an alternative name that legal entities can take on, which differs from their legal, registered business name.

It’s important to note that a DBA, or “doing business as” name, is not a business structure. It doesn’t impact the type of business you’re operating, nor will it affect taxes. Instead, it’s simply a fictitious business name or assumed name you can use for marketing, branding, or branching out.

There are several reasons why a business might like to file for a DBA in New Jersey. 

One of the most common reasons is if the business’s legal name isn’t particularly unique or marketable. A sole proprietor, for instance, would have to use their own name as their business’ legal name during business registration. A DBA gives them the freedom to choose something more attention-grabbing.

LLC names must include the words “Limited Liability Company” or its abbreviation, which can make them sound a bit wordy or complicated. A New Jersey DBA lets those companies operate under a catchier and more appealing name. This can help them market their brands and attract more customers.

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How to File a DBA in New Jersey

Business owners gain many benefits from filing for a DBA in New Jersey and acquiring a fictitious business name. However, it’s important to note that getting your New Jersey DBA will depend on what kind of business entity you have. Specifically, the process will vary slightly for sole proprietorship and general partnership vs LLCs, LLPs, and corporations.[1]

The first step of filing a “doing business as” name is a business name search. This is because, according to state law, all New Jersey DBA names need to be unique and fit the state’s requirements.[2]

Our free business name search tool is a great way to look up business names in no time, or you can use the State of New Jersey’s online tool to check your assumed name and see if it’s available or taken.

Free New Jersey Business Name Search

Enter your desired New Jersey company name to see if it is available with our free business name search.

Step 2 — File Your DBA Paperwork

Sole Proprietorship or General Partnership

After finding a New Jersey DBA name, sole proprietors and general partnerships can file a DBA with the county clerk’s office. The Constitutional Officers Association of New Jersey provides a full list of county clerk’s offices.

With the right contact, you can fill out your Trade Name Certificate and submit it to the county clerk’s office. The Trade Name Certificate is the primary DBA paperwork you must file. You must also pay a filing fee of $50 if filed online or $58 in person.

LLP, LLC, or Corporation

The big difference between filing a DBA as a limited liability partnership, company, or corporation is that you must send the DBA paperwork to the Secretary of State through the New Jersey Division of Revenue and Enterprise Services rather than your local county clerk’s office. 

You can complete your DBA filing online, or you can fill out and send off a C-150G form by mail to the following address:

NJ Division of Revenue

Corporate Unit

33 West State Street, 5th Fl.

Trenton, NJ 08608

It costs $50 to file a New Jersey LLP, LLC, or corporation DBA.

It’s also worth noting that, unlike in many other states, trade name certificates must be notarized in New Jersey. So, if you want to apply for your New Jersey DBA by mail, you’ll first visit a local public notary and get the certificate notarized. If you apply in person, you can get the document notarized directly at the county clerk’s office.

Step 3 — Follow Up

With the DBA paperwork filed at the county clerk’s office, most of the hard work is done. However, your New Jersey DBA registration will expire after five years.[3] You must complete a renewal once the five-year period ends to preserve your alternate name. 

Renewals can be completed online. It costs $25 for corporations and $50 for other business entities.

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New Jersey DBA Name Restrictions

There are various rules and restrictions regarding New Jersey DBA names. The name should not be misleading, connected to certain industries, such as banking, or include certain words without proper licensing and authentic connections with those areas.

It’s also worth reiterating that a DBA is not a business structure like a limited liability company or nonprofit. It’s simply a different company name. It doesn’t affect the type of business you run, and you shouldn’t include mentions of other business types in your DBA name. For instance, you shouldn’t put “LLC” in your alternate name if your business is not an LLC.

A DBA filing in New Jersey does not grant trademark protections over your chosen trade name. The only way to truly own the DBA New Jersey name exclusively and outright is by filing a trademark.

DBA New Jersey Tax Considerations

A “doing business as” DBA name does not impact your business’s taxes. It’s simply a different business name to operate under. It won’t change your business entity type or structure, nor will it impact your personal assets or taxes.

Why Should You Get a DBA?

There are many benefits to acquiring a DBA assumed name or trade name. This applies to all sorts of businesses, from sole proprietors to limited liability companies. Here are some of the main advantages:

  • Privacy: Using a DBA name effectively protects one’s privacy, especially if you have a sole proprietorship or general partnership and don’t want your full name on display.

  • Banking: DBAs are often needed when opening a business bank account as a sole proprietor.

  • Branding: DBA names are also very effective for branding and selling your business, especially if your business’s legal name isn’t eye-catching or interesting.

Register Your New Jersey DBA in Minutes
  • Gain Privacy: Hide your personal name and details when marketing your business.

  • Improve Branding: Choose a DBA that easily informs your audience about what you have to offer.

  • Expand Services: Operate multiple businesses without creating separate entities for each one.

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What’s the difference between an LLC and a DBA?

An LLC is simply a type of business entity or structure. A DBA is an alternate trade name that a company can use instead of its legal business name.

How much does getting a DBA cost?

In the state of New Jersey, the filing fee for a DBA is $50 if you apply online or $58 when applying in person.

Do I need a DBA for my New Jersey business?

Not necessarily, but a New Jersey DBA will be needed if you intend to operate your business under a different name than its legal one.

What’s the difference between a trade name, assumed name, and a DBA name?

Trade name, assumed name, and DBA name all refer to the same thing: an alternative business name that differs from the legal name of a business.

How long does a DBA last?

DBA registration lasts for five years in New Jersey. After that, you’ll have to get your DBA name renewed.

Is there a limit to the number of DBA names I can have?

No, you can register many DBA names, but each must be registered, filed, and paid for accordingly.

Is a DBA the same as a trademark?

No, a DBA is just an alternate name for your business. It doesn’t give you any trademark-level protections over that name.

Does a DBA affect my business’s tax status?

No, a DBA simply gives you a different name to use. It doesn’t have any impact on your legal entity’s tax status.


  1. Business.NJ.Gov. “Business Names.” Accessed October 5, 2023.

  2. NJ Treasury. “Check Business Name Availability.” Accessed October 5, 2023.

  3. NJ Treasury. “Alternate Names.” Accessed October 5, 2023.

Originally published on February 26, 2024, and last edited on February 26, 2024.
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