The purpose of this article is to study how it is possible to build a personal brand of a teacher of higher education, what opportunities it opens up, what are its value and specificity. In addition, the authors investigate the factors that contribute to the creation of a personal brand in the educational and scientific environment. To solve research problems, methods of analysis, comparison and synthesis of information, polling (questioning, interviewing), modeling were used. A significant result of the research is the model of the teacher’s personal brand developed by the authors, taking into account the specifics of digitalization of modern Russian education.