FEATURES OF THE FORMATION OF PERSONAL BRAND
The article considers the concept of «brand», the basic quality of the librarian, contributes to a sense of trust, reliability and belonging to the library among the population, the influence of the image of the library professional on the relevance of libraries and library services, the main factors having a significant influence on the development of the personal brand developed by the main stages of branding with the aim of creating a favorable image of the library technician, and as a consequence, increase the service level of library users.