Estonia is a place for independent minds, where things get done and there is always room for new ideas.
That’s Estonia in one sentence.
A guide for sharing Estonia with the world.
This guide helps you to introduce Estonia in a way that raises interest, gains trust and makes you proud.
It provides a framework and a set of tools to talk about our country and connect it with what you want to say about yourself, your company or organisation.
Just remember, please do not start with “It’s a small country…”
These qualities represent Estonia and help to keep you on brand. Let them guide your actions and communication.
Estonia is a North-European country. We say what we think and do what we say. Being direct and clear in our communication and visual language helps us to gain trust .
DO: prefer actions to words, use facts, short+smart text, clean visual language, our photo/video style, honestly portray people and the environment
DON’T: use marketing hyperbole, long texts, too much emotion, too much colour, unnatural photography, show only the nice things, overcrowd visuals
Estonia is a small country, so we need to punch above our weight to stand out and get noticed. This means doing things our own way, taking risks, showing diversity and interesting contrasts.
DO: dare to be different, use our language, show our culture, showcase interesting people and places, present individuals and small companies, try new ways of communication, use unconventional images and themes
DON’T: do what everybody else is doing, follow the rules, think that quantity/size matters, show only one side of our country
Estonia is known for it’s digital achievements, we are adaptive and resourceful. Coming up with innovative and smart solutions strengthens our image as pathfinders.
DO: Try new technology, test, be ready to fail, show the actual benefits, keep the human aspects in focus, use infographics, talk about e-estonia, e-residency, the future.
DON’T: Show technology for it’s own sake, present myths, show outdated tech, use of tech in unrealistic settings, always talk about history.