If you don’t want the name of your business to be your own legal name, you need to acquire a “Doing Business As” document. It primarily serves as a way to protect you, and the process is different in each state. California law requires a little more than usual, because along with the regular filing, you have to have your business name printed in a local newspaper for a short period of time. After all is set and done, you can start using the business name, even open a bank account under the name.