Freeze branding is not a listed choice in the CA's branding standards; I would call your local brand inspector to get help.
Most people who raise and sell show calves also help the kids out at the shows; my guess is that you might not have much experience at this. (Show halter on wrong, not knowing what the show side was) It might help you to get in contact with some of the other ranches in your area that sale show cattle and find out what it takes to get those extra dollars out of a show calf.
My son worked the entire month of October and into November working at a ranch in the Tulare area. They had 50+ steers and 30+ heifers they were getting ready for 2 sales. There where 3 people working on cattle on the weekdays and 6 or more on the weekends, clipping, halter breaking, rinsing and blowing out, everyday for 6 weeks.
You would be surprised at how many people showing cattle could not pick a good one out until it is clipped.
Now if you just want to sell to the kids for local shows and just take your 4 or 5 best calves and sell them for a little over market that is easy, but if you want to sell competitive calves for State Fair level it is going to take allot of time and work. You might thank about breeding show calves and finding someone else to sell them on commission or something like that, you get a better price and they have the customers.
Most Show cattle people will tell you that out of every 10 good cows you breed for show cattle you are only going to get 1 or 2 really good show calves out of, 2or 3 decent calves the rest are going to be feeders, and half of those calves will be heifers so you get 1 to 3 steers.
Good luck with what ever you decide to do, there is nothing better than seeing an animal from you herd winning.