Foreword
In today's competitive global economy, growing our global brand is not just important—it's essential — for a country like Estonia, whose success hinges on the strength of its exports and innovation.
While research shows that Estonia's overall familiarity falls a bit below the United Nations' average, those who do know us tend to hold a remarkably positive image of us. This positive reputation isn't just flattering; it's powerful. It attracts foreign investment, tourism, and international talent, giving our businesses a distinct competitive edge and making Estonian products more desirable worldwide. Bloom Consulting research shows that even a modest 0.1-point improvement in perception on a 5-point scale can translate into 15–20% more investments, tourism, exports, and talent. Beyond these economic benefits, a stronger global reputation enhances Estonia's security and reinforces its position as an independent, resilient nation.
To continue building this reputation, we need to move beyond the aspects of Estonia that people already know and admire—our leadership in e-governance, ease of doing business, and willingness to support other countries. It's time to highlight the lesser-known but equally defining qualities that make Estonia unique: our role as an innovation testbed, a hub for smart manufacturing, and a wise business tourism destination. This calls for a unified, compelling narrative rooted in our core strengths. We are a nation of makers, bold enough to take on future challenges and resilient enough to thrive in times of change. Succeeding at change is our superpower and a story worth sharing.
2024 has been a landmark year for Brand Estonia. For the first time, we've had a dedicated team of three full-time staff, supported by additional part-time contributors, driving forward our brand strategy, design systems, and innovative use of technology. We now have valid, comparable data on Estonia's international image with the insights gained from two comprehensive image surveys. This data allows us to make smarter, more informed decisions. In a world that demands customer-centric approaches, a one-size-fits-all strategy no longer works. To stay ahead of our audience's needs, we've tailored our content, from refreshing our brand's central story to creating specialized sectoral materials. Looking ahead to 2025, we will expand this work with country-specific materials, ensuring our messaging resonates with diverse international audiences.
Innovative tools like Lume, our AI-powered brand messenger, is first of many great examples to come. This free, easy-to-use chatbot helps anyone craft tailored talking points about Estonia. Meanwhile, Onboard Estonia, an experimental tool still in development, aims to support our outreach at trade fairs and international events. The new Estonia in Numbers website provides a quick, insider view of key statistics, with the potential to evolve into a full-fledged presentation tool. We welcome your feedback on these initiatives—your input is invaluable as we expand these resources.
In the following pages, you will find an overview of Brand Estonia's work for 2024:
- Brand strategy
- Updated messaging
- Overview of Estonia's image studies
- Design system developments
- Best use cases
In December 2024, Estonia will celebrate a symbolic milestone: the digitalization of its very last public service. Fittingly, this final step is the divorce application, and with its completion, we'll proudly declare Estonia to be 0% 'bureaucrazy'. Looking ahead, the e-Estonia Briefing Centre will broaden its storytelling focus from digital government to inspiring cross-sector innovation, showcasing the bold ideas and smart solutions that define Estonia.
Building a strong country brand requires collaboration and meaningful action. Estonia hasn't ever relied on purchasing media placements; we must earn our reputation. That means staying true to our values and leading by example—whether through pioneering digital government, launching initiatives like e-Residency, or standing as a vocal supporter of Ukraine. Together, we can amplify Estonia's story and continue to strengthen its global presence.
With exciting prospects on the horizon, including an Estonian serving as the EU's High Representative for Foreign Affairs and Security Policy, 2025 is starting with opportunities. Let's seize them together.
