In most states, you can use your own legal name for your business name as long as it is not misleading or confusing to customers. This is called a sole proprietorship and is the easiest way to name and start a business. However, if you want to call your business something other than your legal name, that requires filing a "doing business as" or DBA license. For even more protection from lawsuits or other financial risks, a limited liability corporation (LLC) may be better for you.