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In this tutorial, Rene Marquez from Neon Tiger Media advises on selecting a business name to avoid costly mistakes associated with branding. He highlights the importance of checking name availability to prevent settling for undesirable social media handles or trademarked names. The first tool recommended is the USPTO.gov website, where users can search for trademarks to determine if their desired business name is already registered. This step is crucial to ensure that the name can be legally used and to inform the decision on trademarking if the name is available. The video promises further tips and tools to assist in choosing the right name.