Whilst most accounts of nation branding emphasize the economic and diplomatic relevance of the phenomenon, this article examines the way Estonia has been proposing a nation “branding + building” strategy. Drawing from an empirical study of 1) evolving campaigns of Enterprise Estonia; 2) the leverage of the national e-Residency program in attracting foreign investment; and 3) tourist and marketing strategies based on the revisiting of ‘Estonian’ culinary tradition, we look at the way official narratives have been claiming, with the help of nation branding elements, that the country has quickly de-Sovietized and that there is a new understanding of the Estonian nation and “Estonianness”. This is intended to eventually prompt a reflection on the relationship between nation-building and nation branding, which can, in some circumstances, overlap and influence identity construction at the domestic and international level.