Nowadays in the digital transformations of educational system there is a necessity to take a new look at the image of a teacher, who still remains the key factor in educational environment. Teacher's personality effects the outcomes and effectiveness of the educational process. In this regard, we should reconsider the obligatory pre-service teacher's personal qualities, which will enable the novice teacher to work at "digital" schools. Although several models of teacher professional qualities exist, they require further analysis under conditions of significant digital shift in educational restructuring. Therefore, the aim of the present research is to define the content and structure of image-forming characteristics of preservice teachers on the new development stage of digital education. To fulfill the challenging endeavor, we analyzed the scientific literature and conceptualized the "image of a teacher"; by means of content analysis we investigated the structure and functions of an image of a teacher; with comparative and intent analysis we surveyed the bachelor students of the "Pedagogical Education" department (Pskov State University, Russia) specializing in the Russian and English languages, in order to determine the professional characteristics they have acquired, with a special attention to their digital literacy as an essential part of their professional competence. As a result, following the theoretical ideas, we have worked out some guidelines for the development of the image of pre-service teachers, which will enable them to succeed in their future pedagogical career.