John Cox writes: “A clear identity matters for libraries. It explains what the library is, what it does and why, as well as who can benefit from what it provides. Crucially, it makes it as easy as possible for everyone to understand its offering and its value. Without that clarity, institutional leaders, decision-makers, and other stakeholders can overlook the library. Students and academics may turn elsewhere, the library suffers from lower visibility and less recognition, its contributions are underestimated, it loses its competitiveness in the fight for resources, and it struggles to advance its position within the institution.”