The competition in the modern education system is growing every year. Nowadays, to gain confidence in
the professional field, it is important for teachers to express themselves by developing their personal brand.
We understand the teacher’s personal brand as the habit of being popular among colleagues and creating one’s
own professional and personal identity. In recent decades, the issue of the necessity for teachers to possess flexible skills in order to perform their professional duties has become increasingly pertinent. The research article examines the role of soft skills in shaping a teacher’s personal brand, which has become a crucial aspect in contemporary professional settings. This study is based on theoretical frameworks of personal brand formation, complemented by practical observations and analysis of current demands placed on teachers. The authors posit that the identification of the structural components of soft skills, which are critical for the development of a teacher’s personal brand, will facilitate this process by considering the specific attributes of the phenomenon and the particularities of teachers’ professional activities. The article identifies and delineates the structural components of soft skills, including self-presentation, emotional intelligence, fairness, creativity, leadership. To validate the proposed hypothesis, a survey was conducted using the digital platform Google Forms. The survey consisted of two stages: at the first stage, we surveyed respondents who were not teachers; they were asked 8 questions; At the second stage, teachers were interviewed and asked 5 questions. The analysis of the results indicates that the development of the identified soft skills contributes to the formation of a positive image of the teacher and significantly influences the enhancement of professional status, as well as the quality and efficiency of the educational process.