Abstract
This article investigates the influence of teacher's appearance on the perception of his/her personal brand by the target audience. The authors have analysed the scientific research of domestic and foreign scientists on this problem. The purpose of the article is to study the influence of teacher's appearance on the perception of his personal brand by the target audience at each stage. According to the authors, the perception of a teacher's personal brand can be influenced by his/her appearance. It creates the first impression and forms certain expectations about the style of professional activity and personal qualities of the teacher. The authors have come to the opinion that appearance is one of the important factors in the formation of the first impression, but in the further perception of personal brand is not essential. To confirm the hypothesis, a survey of parents was organised using Google Forms. 116 parents of students in grades 1-11 took part in the experiment. The results of the survey and their analysis allowed to conclude about the influence of teacher's appearance on the perception of his/her personal brand by the target audience. Since appearance is one of the structural components of a teacher's personal brand along with values and beliefs, uniqueness and strengths, communication, professionalism and expertise, it is quite objective that it is not significant at all stages of perception.