In 2025, brand management in Zimbabwe demands a nuanced approach that accounts for unique economic conditions, diverse cultural landscapes, and the rapid adoption of digital technologies. It is important to note that Zimbabwe is a lower middle-income country with strong human and natural capital and significant growth potential. Based on the 2022 revision of the World Population Prospects, about 57% of the Zimbabwean population are aged between 15 and 65 years, and most of the Zimbabwean population are young people. Given this background, brand managers must leverage digital technologies to craft clear brand messages, identify the right audiences, leverage innovative communication strategies, and foster meaningful brand associations.

1. The Foundation of Brand Messaging

Brand messaging is the cornerstone of successful marketing in the context of any market. For Zimbabwean brand managers, it’s essential to develop messages that resonate with local audiences while remaining globally relevant. The socio-economic context must be factored in; messages that address affordability, accessibility, quality, and trust are likely to succeed in Zimbabwe, where purchasing power varies significantly across demographics.

What should Brand Managers do in 2025?

• Emphasise authenticity: Brands must reflect genuine values and avoid superficial messaging that can alienate informed consumers. This will help to maintain a healthy value proposition.
• Showcase solutions: The ability to be solution-oriented helps to highlight how the brand solves specific consumer pain points and creates a stronger connection with the audience. For example, brand managers should offer solutions that focus on high-quality products, comprehensive support, and unparalleled customer service to ensure the success of the product in the marketplace.
• Align with cultural identity: Incorporating local culture, traditions, and language in brand messaging can foster a sense of belonging and loyalty.

2. Identifying the Right Target Audience

The Zimbabwean market is characterised by diverse consumer segments, making it crucial to define and understand the target audience. For Zimbabwean brand managers, this means going beyond broad demographics to analyse psychographics, behavioural patterns, and purchasing trends.

Steps to Identify and Understand the Audience:

• Utilise data analytics: Leverage data from digital platforms, surveys, and customer interactions to gather insights into consumer behaviour. The use of mobile data has grown over the years in Zimbabwe, and there is a need for brand managers to establish vibrant and engaging social media infrastructure and target their product offerings to the young tech-savvy audience.
• Segment the market: Create distinct customer personas based on factors such as income level, age, location, and lifestyle preferences. For instance, urban millennials in Harare may respond differently to a campaign than rural communities in Mutare.
• Monitor trends: Stay updated on emerging consumer trends, such as the rise of eco-conscious buyers or the growing middle class with increased spending power.

3. Strategies to Reach and Communicate with the Audience

The digital revolution in Zimbabwe presents immense opportunities for brand managers to reach their audiences effectively. However, traditional media still holds significant sway in rural and peri-urban areas. A blended approach is, therefore, the most effective strategy.

a. Digital Marketing

The widespread use of smartphones and social media platforms like Facebook, WhatsApp, TikTok, and Instagram allows brand managers to interact directly with consumers. Key digital strategies include:

• Social media marketing: Brand managers should share engaging and interactive content tailored to platform-specific audiences and use Facebook for mass outreach and WhatsApp for personalised communication. This could go a long way in reaching out to clients and dealing with any issues they may be facing at different customer touch points. It also helps brand custodians have an idea of what could be happening behind the scenes of the value chain.
• Influencer marketing: Collaborate with local influencers to build credibility and drive brand awareness. Micro-influencers in Zimbabwe often have a strong connection with their followers and can be cost-effective. However, it is important to engage an influencer with the right profile for what the brand wants to achieve; there is no one-size-fits-all.

b. Traditional Media

While digital platforms dominate urban areas, radio and television remain crucial for reaching rural audiences in Zimbabwe. Effective strategies include:

• Outdoor advertising: Billboards placed in strategic locations still play a vital role in brand awareness and visibility, especially on roads connecting inter-cities and urban centres.

c. Experiential Marketing

Face-to-face engagement is invaluable for creating lasting impressions. Brand managers can organise roadshows as well as product launches to interact directly with their audiences.

4. The Importance of Brand Associations

In a market like Zimbabwe, building positive brand associations is critical for long-term success. These associations shape how consumers perceive and interact with a brand.

Key Areas to Focus On in 2025:

• Social responsibility: Zimbabwean consumers increasingly favour brands that contribute positively to their communities. For instance, sponsoring educational initiatives or funding healthcare programs can strengthen a brand’s image.
• Quality assurance: Of late, there has been a spiral growth of counterfeit products, especially in the FMCG industry. A reputation for reliability and quality fosters trust, especially in the context of a market where counterfeit products are prevalent.
• Partnerships: Collaborate with respected local entities to enhance credibility. For example, teaming up with NGOs can reinforce a brand’s authenticity.

5. Leveraging Technology and Innovation

To stay competitive, brands in Zimbabwe must embrace innovation. Technology can help streamline operations, improve customer engagement, and enhance marketing campaigns.

What should Brand Managers focus on in 2025?

• E-commerce platforms: With the rise of online payment platforms in Zimbabwe, brands can offer seamless online shopping experiences.
• AI-powered tools: Chatbots and the use of AI-powered tools for customer service and personalised marketing should also be embraced in 2025.
• Mobile campaigns: Given high mobile penetration rates, SMS campaigns and mobile-optimised websites are effective ways to engage customers.

Tim Mutsikwi is a Marketing Professional who holds a Postgraduate Bachelor of Philosophy (BPhil) Honours Degree in Marketing Management from IMM Graduate School. He also holds a Level 7 Postgraduate Diploma in Professional Marketing from the Chartered Institute of Marketing (CIM) UK, an Institution that he is an Associate Member