Finland updates country brand strategy to enhance global standing

Finland has published a revised country brand strategy that sets out how Finland’s image will be shaped internationally in the coming years. The new strategy, Making happiness happen, presents Finland as a country that enables people to lead a good life in a well-organised society.

Finland’s new country brand strategy, Making happiness happen, highlights Finland’s strengths, from technology and sustainable solutions to nature and sauna culture. Published by the Finland Promotion Board, which coordinates Finland’s country brand work, the strategy places Finnish life satisfaction at its core. Finland has become widely known for this through the World Happiness Report.

“In the strategy, we underscore that Finland’s happiness is built on trust, equality, freedom and a society that works. While Finland is not a perfect country, it stands out internationally by, for example, giving people the space to live life on their own terms. These are the messages we want to share about Finland with the world,” says Mikko Koivumaa, Chair of the Finland Promotion Board.

The new strategy aims to ensure that Finland communicates a consistent message internationally and boosts the country’s visibility, appeal and influence in a changing global environment. Finland’s previous country brand strategy was published in 2017.

Insights from people across Finland inform the strategy

The strategy was prepared by the Finland Promotion Board, which brings together stakeholders from public administration, the private sector and civil society. The network is chaired by the Ministry for Foreign Affairs’ Director General of Communications. The Director of Government Communications and the Director of Communications of the Ministry of Economic Affairs and Employment serve as Vice-Chairs.

To inform the work, an open 12 questions about Finland survey was conducted to map perceptions and experiences associated with Finland. Around 1,100 respondents from Finland and abroad took part in the survey. More than 90 per cent of respondents felt that Finland provides good opportunities for living a happy life, and 97 per cent identified trust as a defining feature of Finnish society. Respondents also highlighted the importance of equality, freedom and sauna culture.

In addition to the survey, the work drew on input from stakeholders, experts and Finland’s representatives abroad.

Country image safeguards Finland and underpins its success

Country brand work helps advance Finland’s international standing and long‑term objectives. It aims to raise Finland’s visibility and influence decisions linked to Finland, whether related to investment, tourism, talent attraction or political cooperation. Research shows that country image, meaning the associations linked to a particular country, can explain up to a quarter of outcomes in tourism, investment and talent attraction.

A positive country brand also shapes how Finland is perceived as an international partner. A strong country image bolsters Finland in situations where international support and cooperation are essential.

A shared, clear and credible message about Finland’s strengths helps reinforce this overall picture and position Finland effectively in a changing landscape.