What Should I Call My LLC/DBA?

Here's a quick, but very common question I get a lot from new investors or clients who are creating their first business entity ever.

If you want anonymity, don’t include a name that will connect with you personally. Otherwise, the name does not matter. The purpose of the anonymity is to make it harder for you to be found, thus protecting your assets. We always recommend anonymity, as this is the key factor that will protect you and your assets from lawsuits. Unless you have an explicit reason to shout your ownership of a particular item from the proverbial rooftops, anonymity is almost always the smart call.

So, for those unafflicted with malignant narcissism, you can get all sorts of creative. Anything that isn't somebody else's copyright is fair game. You could go conservative, with something like "My Property 321 LLC." Or you could go with your favorite color and shape, that metal band name you would totally use if you could be bothered to learn guitar, or even your pet poodle's name (first name only, just to be on the safe side). It truly doesn't make a difference if you aren't seeking brand recognition.