In response to the initial question - I choose not to brand. I don’t think it is horrifically cruel - but it is frightening to the babies (on top of all the stress of being in a strange place, often for the first time), and it does sting. Vaccines sting too - but we do them! And I think more and more people are moving away from it - even in the Euro WB registries, many of them are making it an optional event. I’ve got one branded baby (RPSI) and simply because the breeders and the registry both really wanted him branded, I was under the impression I didn’t have a choice
I have pics of the branding - it was quick, he flinched, a brief burst of flame (he had lain down to take a nap, so we didn’t get all the shavings dust off), and he quickly got over it.
But this year, at the AWS inspection, I decided to pass, although I did tell a client who was selling her foal to brand, I think it makes him just a bit more marketable. My stallion isn’t branded either - I LIKE that AWS gives us the option and has for years.
I attend at least 2 or 3 inspections each year (this year, it was AHA, Olden/ISR, and AWS), and I didn’t see anything that was overly traumatic or cruel. A few babies kicked, many flinched or jerked away - but I saw some that reacted that way simply to being held for conformation inspection - they are babies, they are flight animals, if something is scary, they fly!
I think YOU as the owner need to decide - will it help you market your horse if he/she is for sale? Does it make you feel better to ride a horse with a brand - seriously, I’m not asking this in jest, some people DO feel better knowing they have a branded horse, just as some people would rather use Kleenex rather than a different brand facial tissue, it’s OK, just consider whether this is something important to you, and if so, brand.
As for identification, I don’t really think a breed brand makes a huge difference - they are pretty generic. If you are worried about identification, microchip or tattoo your horse.
I don’t think it makes a huge difference later on in the competition ring - in fact, some brands disappear anyway, or become so faint, no one can really tell WHAT they are.