Crossword Genius

Do some branding? (4)

Ross

I believe the answer is:

sear

(Other definitions for sear that I've seen before include "Burn, scorch intensely" , "Cauterize" , "Cook (quickly at great heat)" , "Dried-up, parched" , "Make very hot and dry" .)

I've seen this clue in The New York Times.
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