There was some swelling on the skin after branding, like the instruction said, and will be gone within a week. In about a month the hair will shed off and new hair growth will appear in about two months without any pigment.
The goal is to have a discolored coat on the brand site by destroying the pigment follicle but sparing the hair follicle. Pressing for thirty seconds does the job, more than that and you'll reach the follicle for hair growth and you'll end up with a bald spot.