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Brand Estonia

This guide helps professionals to create meaningful and effective communication about Estonia.

Estonia is a country that extends beyond its borders. Here bright ideas meet a can-do spirit.

We have built one of the world’s most advanced digital societies and are offering our country as a service. Estonia also stands for a lot more – a clean urban & rural environment, contrasting culture, startup hubs, UNESCO heritage, our smart and fit kids. But also the negatives influence our brand. Largest gender pay gap in the EU, sky-high COemissions and high alcohol consumption are among the things we need to work on. Let’s be open and honest about those too.

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A place for independent minds

A place for independent minds

Estonia is a perfect place for every independent mind. We favour thinkers with a can-do attitude. Anyone relentlessly pursuing their goals feels right at home.

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3 simple values

3 simple values

Estonia is defined by three characteristics. We also appreciate these values in others.

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Open

Open

It also means:

  • honest
  • straight-forward
  • egalitarian
  • human

In Estonia, straightforwardness is a virtue and no one can escape criticism. It also means our company executives and politicians are treated the same as the ordinary people and everyone can live up to their potential.

 

In practice:

→ always use facts, cite your sources
→ be open about flaws, admit mistakes
→ keep communication short and to the point

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Smart

Smart

It also means:

  • resourceful
  • innovative
  • flexible
  • fast

Estonia is always changing. This demands adaptiveness and resilience. There is never an abundance of resources. This cultivates quick thinking and creative solutions.

 

In practice:

→ focus on the most important
→ think if something can be done in a new way
→ take the maximum out of what is available

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Active

Active

It also means:

  • hard-working
  • practical
  • result-driven
  • independent

Estonia is a pragmatic place. Work is valued over leisure and nobody is ever quite satisfied. This results in a constant drive that keeps us moving forward. It makes us feel that nothing is impossible.

 

In practice:

→ always ask “why?”
→ less talk, more action
→ measure your results and adjust accordingly

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Improving in real time

Improving in real time

This is not a slogan, but a motto that sums up Estonia, giving a direction for our communication.

Estonia is an ambitious country and we have the distinct quality of never being quite satisfied. This is both a blessing and a curse that keeps us moving forward. The fact that Estonia is always improving its physical and digital environment, ensures that everybody can live up to their potential.

It also means that our development is very fast. Every time a person revisits Estonia, the improvement is visible.