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I am starting a consulting business and wanted to know if it is legal to use another name for myself as my name is way too ethnic sounding. Is this legal? (I wouldn't want to legally change my name though) Would a simple DBA/assumed name suffice? For example let's say my name is Constantinteguatl Carmendrano. Could I register an assumed name as John Smith or would this be illegal? Another reason for this would be branding. I have written a few manuals yet to be self-published and would be using the assumed name/pen name. What do you guys think?