Four Cornerstones of Brand Estonia

The underlying qualities determining character of a nation are forces majeure, i.e. underpinnings that are more powerful than human actions. They make countries and people what they are. Estonia has four such cornerstones: The Nordic Influence; Rootedness; The Eastern Influence; Progress.

Estonia is a positively surprising country. We believe that the main basis of our distinctiveness lies in strong contrasts, caused by interaction of these four cornerstones.

Estonians live in a Nordic country. This means pristine nature and pure wilderness, as well as periods of white nights or limited daylight. It is the climate that has given us our strict discipline: clear shapes and quality both in thinking and actions. It is also about being introvert and stressed because of painfully long winters and short summers. For the same reason we care about sustainable development and are concerned about the future.

Estonians have been living in their homeland for thousands of years. This is rare even in Europe, not to mention the rest of the world. We have been facing disasters, rulers, wars and climate, but we have prevailed. This gives us our historic heritage, unique in the whole world. There is a kind of heroic romanticism in the way we feel about this place. It gives us the unique language and traditions, but makes us also calculating and introverted.

Estonians originate from the East and in the course of times many other people have come here to stay as well. It would be naive to think that Estonians have no connection to the Rising Sun. Within the ancient and closed world there is another world full of emotions, surprises and exotics. Estonians' sense of hospitality has come from the East. The Eastern influence can also be felt in the modern-day educational level of Estonians. We understand civilised East better than many Western nations. The influence of the East can also be interpreted as Estonians' international or multi-cultural feature.

Estonia is logistically in a challenging location––at a meeting point of seas, land, forest and different cultures. Throughout existence we have been forced to adjust to different influences and restrictions. Estonians have become skilled in adjusting to new conditions. Perhaps our creative skills are not as good as in Southern nations, but we are smart and quick in implementing novel technologies. Estonians' love for the Internet and mobile technology is a good example of our adaptability. Estonians are pioneers, who rapidly deploy efficient means (from slash and burn agriculture to gene technology). There are many things that Estonians take for granted, while in the rest of the world these things still belong to science fiction.