This article continues the topic of osteopathic physician personal brand raised in the magazine in issue 2 of the current year. Рatients go to the clinic but return to see a particular osteopathic physician. In this regard, the relevance and practical significance of the topic raised is obvious. Since little attention is traditionally paid to the issues of personal brand in the osteopathic environment, the authors set themselves the goal of filling the existing deficit and offering the osteopathic community a technology for the formation of personal brand of an osteopathic physician, developed on a scientific basis and based on extensive consulting experience in the formation of personal brand for specialists of helping professions. It is worth noting the fact of increased interest to the issue of personal brand formation on the part of representatives of public authorities, science, education, culture, not to mention the steady interest on the part of small and medium-sized businesses. Judging by the appearance of fresh scientific articles on the personal brand of a doctor, the topic is becoming relevant for medicine as well. New media systematically publish content of varying quality containing recommendations on how to create and develop a personal brand. However, the authors of such content often only broadcast basic approaches that are more or less obvious and have been repeated many times. In this article we will consider the author′s view on the approaches to the formation and development of personal brand of an osteopathic physician, considering the specifics of work in a particular field of clinical medicine. For successful branding, it is necessary to implement three important goals, such as the positioning of professional osteopathic physician; education of society, including potential patients, in osteopathy; the fight against unfair competition in the market of osteopathic services, which includes the proposed model of positioning an osteopathic physician.