What I've done to make it easier and get it right is (a) get a truing stand, and (b) use my fingers to apply the glue to the wheel. Using a brush didn't get it as even on the wheel, though it works fine for me on the tire. For the final coat, I do the wheel first, so I can clean my fingers, then the tire, then assemble. My first one had a bit of a bulge at the valve, but the two I just did came out great. I also try hard to line it up as it goes on, rather than tweak it afterward, because shifting the tire once on the rim is a pita and takes some muscle.