Photoshop :: Special Lighting In Text

to create lightning/electricity effect on text that curves/bends to the shape of the text?

I would like the random/jagged effect like render clouds produces.

I have experimented with render clouds filter until I was blue in the face.

I know you can use a black paint brush to add lightning to what the render clouds filter produced.

Mine always look too orderly.

I figure this can be done since using a radial gradient produces a circle of electricity.

Just can't figure out how to relate this to text.

Also is there a way to create branches without using brushes?