You can use business name that is different from your own name / company name without incorporating a new entity each time. https://en.wikipedia.org/wiki/Trade

You can use business name that is different from your own name / company name without incorporating a new entity each time. https://en.wikipedia.org/wiki/Trade_name#United_States https://en.wikipedia.org/wiki/Trade_name#United_States, also google for "doing business as" / DBA.