In a world entangled in a network of globalization, states compete with each other not only at the level of high politics, but also for the right to possess the “minds and hearts” of ordinary citizens. In the conditions of high interstate competition in the world market, the state’s reputation and all that it gives and is ready to give to the world plays a key role in choosing goods, places of recreation, training or investing. The article discusses the features of forming the national image of Finland from the late 80s to the present. The purpose of the article is to follow the evolution of Finnish image policy: from finding the state’s place in the world and solving internal problems to forming a full-fledged brand and claiming the status of a world leader of opinions. The main forms of the brand development are shown, including the creation of institutional bodies for solving image tasks and active involvement of Finnish society in the process of its creation. The focus is on Finland’s use of new approache