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

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What is a brand

Our brand is 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 CO2 emissions and high alcohol consumption are among the things we need to work on. Let’s be open and honest about those too.

We do not need a logo. Instead we have a lot of interesting stories and a clear vision.

Each of us can develop our brand through stories, images and actions, every day.

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Why do we need it

Why do we need it

Each and every one of us has a different take on Estonia. And that is great. But if we want to promote Estonia, make it known and trusted, then it takes a coordinated effort. Some teamwork. A unified voice is clearer and sounds further.

We’ve created a system that allows us to speak about Estonia in different contexts, and still remain believable and recognisable. Everything we say, needs to be actionable and dynamic. Why dynamic? Because it gives us an advantage in the ever-changing world.

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Why is it important

Why is it important

To reach an international audience, we need to know how to speak about our country to maximise the impact. What to take into account, what are our strongest points and which bullets to dodge.

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Who is it for

Who is it for

It’s for companies big and small, state institutions, universities, cultural events, organizations, e-residents, people here in Estonia and abroad.

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What can be done with it

What can be done with it

The guide tells you everything you need to know about introducing Estonia or using Estonia for your benefit. It’s not a strict set of rules, but rather a collection of useful instructions and tips that are meant to inspire and keep your own personal stories on brand.

Please note that the guide is being constantly updated, so check back often. If you feel lost or want to make a suggestion, write to us: brand@estonia.ee 

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