Professional brand of a psychologist: essence, stages and conditions of development

Abstract

Introduction. Today, the profession of psychologist has become more important than ever. During the war, human mind suffers significant damage, which strengthens the individuals' need for professional psychological help. It is important for psychologists to consciously develop their professional brand, correctly and openly state their knowledge and area of competence, so that people could find their psychologist and receive timely help. Understanding the essence of a psychologist's brand and the stages of its development can help make psychologist brand development very effective. Aim. Based on the analysis of the relevant foreign and Ukrainian literature, to determine the essence of the professional brand of a psychologist, analyze the stages and ways of its development, and reveal the war-relevant features of a psychologist brand. Results. The theoretical analysis of the problem in question allowed determining the content of the psychologist's professional brand with the psychologist's image being a its component. The stages of brand development include the formation of a psychologist's professional image; development of professional competence; development of professional status and authority; becoming a person-brand. There are evolutionary and marketing ways of brand development. During the war, the development of the psychologist's professional brand can go along the accelerated evolutionary way. Conclusions. The psychologist's professional brand development is an important process and each psychologist should pay attention to the conscious development of their brand in the information space and choose their own ways of brand development. The psychologist's professional brand development during the war has its own characteristics and needs further research.