Individual recognition (IR) behavior has been widely studied, uncovering spectacular recognition abilities across a range of taxa and modalities. Most studies of IR focus on the recognizer (receiver). These studies typically explore whether a species is capable of IR, the cues that are used for recognition and the specializations that receivers use to facilitate recognition. However, relatively little research has explored the other half of the communication equation: the individual being recognized (signaler). Provided there is a benefit to being accurately identified, signalers are expected to actively broadcast their identity with distinctive cues. Considering the prevalence of IR, there are probably widespread benefits associated with distinctiveness. As a result, selection for traits that reveal individual identity might represent an important and underappreciated selective force contributing to the evolution and maintenance of genetic polymorphisms.