Its pretty much like freeze branding a horse,except ya gotta keep em still,I generally "burn it" till the count of 8 because i want all the hair to fall away,I havent done it on a long haired dog,tho im sure i will brand my bc's,i think it would look good to have my brand in white hair on em,but ill probobly take them to the vet so theres no phycological damadge(dope em up),my cur dogs dont mind me holding them down,in fact they usually get up and try to wrassle,but the border collies,man i swear i cant give mine a cross look without their feelings getting hurt,if theres noone around that absolutely knows what theyre doing,just go to the vet,trust me it aint worth doin yourself.yall be carefull...