Marketing Concept for Estonia

Marketing Concept for Estonia is an integrated system bringing us to a better understanding of ourselves, hence helping to introduce us to others.

Introduce Estonia is the second coming of brand Estonia. It is part of natural evolution, the second step in a process that was started in 2002. While the previous platform Positively Transforming introduced the main pillars of Estonia as a brand, the Positively Surprising elaborates, modernises and systemises them, bringing the brand significantly closer to practical communication. Read more about the history of brand Estonia.

Marketing Concept for Estonia was developed to promote Estonia abroad, enabling the country to achieve greater success in expanding its tourist base, to attract foreign direct investments, to broaden the markets for Estonian exports, and to show Estonia as the best environment for living, learning and working.

The System of Marketing Concept for Estonia

Marketing Concept for Estonia consists of several different interconnected parts:

• Positioning of Brand Estonia
• Four Cornerstones of Brand Estonia
• Key Topics of Brand Estonia
• Visual Identity of Brand Estonia

Why does Estonia need a unified marketing concept?

A unified marketing concept is necessary for three main reasons:

• Distinctiveness – in order to make a brand attractive it has to stand out and be distinguishable from others. Distinctiveness develops with skills, reliability and communication.
• Visual considerations – distinguishable visual language helps to instantaneously recognise a specific country in any context, thus increasing recognition and reliability. A picture is worth a thousand words.
• Essential considerations – it is difficult to say something about oneself and one's country, especially for northerners. We need a system that:
  • speaks to us about ourselves
  • helps us understand our essence
  • helps us understand why we are special and what we are truly good at

Who may use the Marketing Concept?

The Marketing Concept for Estonia is meant for everyone willing to introduce Estonia. It is an attempt to harmonize the manner and style of what we say about our home to the world. It is neither propaganda nor rocket science. Instead, it is a document gathering and systemising ideas and proposals.