With a base in Ian Manners’ theory about Normative Power Europe – that the European Union is to be seen as a normative power instead of a civilian or military – this paper seeks to contribute to the discussion about identity by examine the normative elements of the union’s policies towards Russia between 1997 and 2013. Which norms are most important and how does the diffusion look? The findings show that democracy, rule of law and respect of human rights are among the most diffused norms, and this is more than often done by using the Russian interest in economic progress. Over time the European Union has taken on a more critical approach against Russia, while still appreciating their prosperous relation when it comes to trade and energy. The union balances between asserting its identity by the diffusion of norms on one hand, and maintaining a pragmatic relationship on the other, which leaves the identity issue as still a very complex question.