The obsession with rankings

Let’s face it – rankings have taken over higher education. Every year, universities flaunt their positions on league tables, acting as if these numbers are the ultimate proof of their value.

Sure, rankings can be helpful. They’re a quick benchmark and often a top consideration for students, especially those from overseas.

But here’s the issue: rankings should never replace a university’s brand.

Many institutions are hiding behind these numbers instead of telling their own stories. Letting a single ranking define an entire university’s identity? That’s a shortcut to losing what makes a place truly unique and meaningful. In some cases, the rankings obsession responds to a particular national policy, but the over-reliance on a 'number' could also drive that obsession more widely. If people are given numbers to make a judgement on don't be surprised if they do.

Outsourcing Reputation

When universities obsess over rankings, they’re essentially outsourcing their reputations. Instead of building a brand that highlights their strengths and values, they lean on external, often arbitrary, numbers to do the talking. It’s like letting a stranger write your life story. The result? A one-dimensional narrative that completely misses the mark.

Rankings do matter, especially in international markets, but students and partners care just as much about what a university stands for, its impact, and the experience it offers. Those are the real stories universities should be telling – stories that say something far deeper than a league table ever could.

Rankings vs. Real Impact

Think of a university ranked highly in sustainability. That sounds impressive, right? But if it’s just for show and doesn’t translate into real efforts—like cutting carbon emissions or creating sustainability programs – it’s empty. It’s the academic equivalent of greenwashing. Today’s students want to know more than “Are you ranked highly in sustainability?” They’re asking, “What are you doing to make a difference?”

That’s the crux of the problem: rankings might motivate, but they can also mislead. They push universities to “game” the system, hitting criteria that don’t necessarily result in real-world impact. You might be ranked #1 in something, but if no one cares, what does that really mean?

Building a Brand Beyond the Numbers

Universities need to ask themselves: Who are we beyond our ranking?

What do we stand for? How do we impact students, faculty, and the broader community? These are the questions that shape a brand people care about –?a brand that will endure, regardless of next year’s league table shuffle.

As Firehaus says, universities have the potential to be some of the most exciting brands in the world. And that means more than just being a number. You don’t see Nike, Samsung, or McDonalds advertising themselves as “#120 in the world.” Why? Because they have better stories to tell. Nike’s “Just Do It” isn’t about being on top –?it’s about inspiring action, plain and simple. They are double the size of their nearest competitor.

You don't tend to see global brands relentlessly leading on numbers, particularly numbers that become progressively weirder the more you dig (Below based on a university home page –?now mercifully changed). They continually tell stories with a consistent theme at the point of connection with their audiences.

Conclusion: Reclaiming the Narrative

It’s time for universities to reclaim their story. Rankings are fine to celebrate, but they shouldn’t define the brand. Be more than a number. Be a brand that stands for something powerful and unforgettable.

In fact ... be a brand.

Full stop.