Branding, and not just of cattle, has a long, deep roots in Texas history. 1
So in one sad sense, this women is keeping some (bad) old traditions alive.
At UT Austin in the 80s, people who wanted to indelibly mark themselves used extremely cold branding irons. I believe dry ice was preferred coolant.
A super -cold iron causes a "freeze" burn which results in a permanent scar. I was told this method has lower infection risk and does not generate the horrible smell of singed flesh. I was also told freeze-dried burns were less than painful hot burns. As I never met anyone with two brands, I did not find that last claim credible.
1 A famous and cruel example was the branding of members of the San Particios Battalion