Everything you need to speak about Estonia clearly, consistently and confidently.
Brand core
"Succeeding at change is our superpower"
Messages
How we speak reflects our thinking. What we talk about and what we write about Estonia plays a major role in shaping our reputation.
Messaging principles
What are the foundations of our message creation, on which all other communication is built.Key messages
These broad-based messages generally reflect our values, mindset, and international identity.Sectoral messages
Key messages about Estonia's strengths in various areas of life, such as as a digital society, security, tourism and entrepreneurship.Estonia's global image
The more the world knows about our special strengths, the stronger our international reputation will become.
Global Soft Power Index
International study that measures how countries influence and are perceived around the world, based on factors such as culture, values, governance, and economy. It shows how trusted, attractive, and influential a country is globally.
Estonia's nation brand value
Over the past year, the value of Estonia's brand has risen by 10%, totaling 47 billion euros, maintaining its position from 2023, following €1 billion improvement year on year.
Estonia's image by country
Customized messages based on how Estonia is perceived in different regions of the world.
Talk to Lume
She’s our friendly AI chatbot, here to help you create tailored talking points and compelling stories about Estonia.