Professional and psychological characteristics of the psychologist brand

Introduction. Today, every psychologist is thinking about how to be competitive in the labor market, how to work effectively and increase the number of their clients. Purposeful formation of a professional brand may be helpful with this. Due to long military operations and the increased number of people who need psychological help, the professional brand of a psychologist will help them make their competences known to the target clients. Aim: To analyze the professional and psychological characteristics of the psychologist brand. Results: The conducted theoretical research allowed clarifying the concept of psychologist professionalism and professionally important qualities of a psychologist. The most important qualities for the formation of a psychologist's professional brand are the psychologist's affiliation and communication skills. The author proposes a communication model of a professional brand of a psychologist and describes the communication tools to form the psychologist's professional brand at micro-, meso-, and macro-level of communication. Conclusions. Psychologists' use of the professional brand communication model can improve their work efficiency and better meet their clients' needs.