I think this is much better than miccro chipping or tatoos, simply because you can positively ID your horse from a distance and public road. Where as I feel microchipping is pretty worthless. If your horse gets loose, pretty much everyone in the area will know its yours and wont be any need to scan it. If it is stolen the thieves arnt going to scan it and there is noway for anyone else to ID your horse if they do see it.
A net posse and web postings of stolen or lost horses with a brand is easy for anyone to understand and positively identified.
What would be better , LOST BROWN HORSE WITH A "4d" BRAND ON SHOULDER.
LOST, BROWN HORSE WITH A MICROCHIPP.