Why Branding Matters
Branding is more than just a logo—it’s the heartbeat of your business. A strong brand builds trust, sets you apart from the competition, and helps customers remember you. For new businesses, it creates that crucial first impression and lays the foundation for long-term loyalty. Get it right, and your brand becomes your business’s most powerful asset.
ENTITY NAME
An entity name can protect the name of your business at a state level. Depending on your business structure and location, the state may require you to register a legal entity name. Your entity name is how the state identifies your business. Each state may have different rules about what your entity name can be and usage of company suffixes. Most states don’t allow you to register a name that’s already been registered by someone else, and some states require your entity name to reflect the kind of business it represents. In most cases, your entity name registration protects your business and prevents anyone else in the state from operating under the same entity name. However, there are exceptions pertaining to state and business structure. In addition to your business identity there are four other major requirements. Is the name available within your state, can you secure a domain that matches your business name, there are no pending or Trademark registration, and does it meet any possible compliance restriction. Myriad will assist you with researching, securing, and meeting all the requirements. Please make sure you create a legal entity before signing and documents. (An example might be a lease.)
DBA
In certain situations, establishing a legal entity is essential for protection against litigation, even if you are not yet prepared to finalize your business name from a marketing perspective. For instance, when signing a lease, it is advisable to avoid using your personal name, as this undermines the purpose of creating a legal entity. Instead, you can form your business entity with any name and file a DBA (Doing Business As) also known as a trade name, fictitious name, or assumed name — with the relevant state, county, or city authorities. This approach allows you to secure legal protection while providing additional time to select the ideal name for your business. It is important to note that registering a DBA name does not offer legal protection on its own, but most states require registration if you choose to use one. A DBA enables you to conduct business under a different identity from your personal name or formal business entity name. Additionally, obtaining a DBA and a federal tax ID number (EIN) allows you to open a business bank account. Multiple businesses can operate under the same DBA within a state, offering flexibility in name selection and business function clarity. For example, a small business owner might use “Springfield Electronic Accessories” as their entity name but operate under the DBA “Tech Buddy.” However, trademark infringement laws still apply. To determine your DBA requirements, consult local government offices and websites, as regulations vary by business structure, state, county, and municipality.
DOMAIN
If you want an online presence for your business, start by registering a domain name — also known as your website address, or URL. Once you register your domain name, no one else can use it for as long as you continue to own it. It’s a good way to protect your brand presence online. If someone else has already registered the domain you wanted to use, that’s okay. Your domain name doesn’t need to be the same as your legal business name, trademark, or DBA. For example, Springfield Electronic Accessories could register the domain name techbuddyspringfield.com.Myriad will register your domain name through a registrar service and assist you with renewing, maintaining, hosting, and protecting your domain registration.
