Components of a psychologist's professional brand in peacetime and war

Abstract

Introduction. In the conditions of war, the formation of the psychologist's professional brand, in particular, through social networks, plays an important role, as it affects the quality of psychological help given to the population. Aim. Based on the literature analysis, to determine the components of the psychologist's professional brand in peacetime and during war, as well as to reveal the role of social networks in the formation of the psychologist's professional brand. Results. The analysis of the relevant psychological literature allowed determining the components of the professional image of a psychologist at the stage of formation of a psychologist's personal brand and to build the main models of the psychologist's professional brand formation. It was found that professional, psychological, organizational, marketing, and communication components of the psychologist's professional brand were important in peacetime. In the conditions of war, psychologist's hardiness (as the ability to preserve personal internal energy potential) is and additional and mandatory component of the psychologist's professional brand. Social networks were shown to be an effective channel of interaction with the audience, which helped to form the professional brand of a psychologist. Conclusions. Despite unstable living conditions and uncertain future, psychologists' professional activity and self-actualization contribute to the formation of their professional brand. A properly formed professional brand of a psychologist will allow people in need of psychological help to find their counselors and therapists.