We incorporated our startup using a fairly generic (/boring) name, mostly due to my lack of creativity. After a year in operation, we found a catchy alternative. From what I understand, we can either change the name, or file for a DBA. Any advice as to which course to pick?
Filing for a DBA seems to be easier/cheaper, and we also signed a few NDAs under our previous name. But we also don't want to be stuck with the bad name forever..
Thanks!
A lot of times a DBA is easier and even more appropriate, especially if what you are doing is brand specific. And at the bank you can just add the DBA as an additional name on the corporate bank account and deposit checks that are written to the DBA etc. Plus with the DBA you are not required to change any current agreements etc.
There are reasons to do both honestly, the earlier you are the more I personally would lean towards changing the corporate name, the further along you are I'd look more towards a DBA unless you have really good reasons to change the original corporate name.
Just as a point, most brands are not corporate names, e.g. look at Proctor and Gamble etc, they have 100's of brands under their corporate umbrella and most are not their own corporation or even a DBA, just a protected brand name. Even Google is no longer Google per se, they are Alphabet with Google as a core brand.