Empirical study of the psychologist communicative brand

Introduction: The social tension, which has been increasing in present-day conditions, strengthens the need of the general population and various categories of specialists for psychological help. In order to provide quality psychological services, psychologists should be trained in developing their communicative brand, which includes the components important for psychologist's work. Aim: to measure the level of development of the components of the psychologist communicative brand and analyze their relationship with the main types of psychologist's work. Methods: N. Hall Emotional Intelligence, Q-sorting to analyze social interaction tendencies (V. Stefanson), Assertiveness Level Assessement (V. Capponi & T. Novak), a special questionnaire "Psychologists’ Communicative Brand Developing Activity" (K. Lolenko), and passport questionnaire. Results. The communicative brand components (emotional intelligence, social interaction tendencies, assertiveness, activities to develop a communicative brand) were shown to be at low levels. The following four factors united the psychologist's communicative brand components: emotional competence, assertive self-presentation, dependence on others, and sociability. there was a correlation between the levels of the psychologist's communicative brand components and the main types of psychologists' activities. Conclusions: The data obtained may be helpful for psychologists’ training in developing their communicative brand and for organizing psychologists' activities, which can increase the quality of psychological services.