> Al Ries asserted that a brand is a singular idea or concept that you own inside the mind of a prospect.
>
> Source: https://heidicohen.com/what-is-branding [2011-08-15]
The keyword - mind. That is, a human being is supposed to stand behind a "brand", who is responsible for it, and is to be trusted for the product, the effort, the experience they offer.
Your quoted text does not back up your claim. It says brands live in the mind of the customer (i.e. the prospect). It doesn't say anything about a brand representing a real human being.