Game-changer for SMEs, start-ups

IN today’s competitive and globalised marketplace, Small and Medium Enterprises (SMEs) and start-ups in Zimbabwe face numerous challenges which include limited access to capital, poor brand visibility, mistrust of informal sector goods, and difficulty penetrating new markets.

One underutilised, yet powerful solution is the adoption of collective marks, a tool that can strengthen business identity, enhance product credibility, and unlock shared economic potential.

A collective mark is a distinctive sign used by members of an association to identify their goods or services as originating from a group that adheres to particular standards.

Unlike an individual trademark, which represents a single entity, a collective mark is owned by a group, such as a cooperative or trade association, and used by its members under regulated conditions.

For instance, a collective mark like “Eastern Highlands Organic Coffee” could represent smallholder coffee growers in Manicaland who adhere to sustainable farming practices and strict quality control.

This mark assures consumers of consistent quality and authenticity, while enabling producers to compete collectively.

The benefits of collective marks for SMEs and start-ups are numerous.

Shared branding helps build visibility and consumer trust, as buyers are more inclined to support products associated with recognised quality.

Collective marks also standardise production, requiring all members to comply with agreed quality and origin standards. This encourages internal discipline and product consistency.

Furthermore, collective branding opens doors to national, regional, and even global markets, empowering producers to scale up their reach without compromising identity.

Above all, the model empowers communities as the success of one member uplifts the whole group, which encourages knowledge sharing, capacity building, and the preservation of traditional skills and cultural expressions.

Across Africa, several collective marks have proven effective in transforming communities and industries.

In Kenya, the Kenya Coffee mark has become synonymous with premium-grade Arabica coffee.

It assures consumers of a unique flavour and ethical sourcing, opening international markets to smallholder farmers.

Ethiopia has successfully used names like Yirgacheffe, Sidamo, and Harrar under collective branding strategies to increase visibility and pricing for their distinct coffee varieties.

These examples show that collective marks, supported by national legislation and strategic marketing, can become powerful economic assets.

In Zimbabwe, collective marks are governed by the Trade Marks Act (Chapter 26:04), particularly Part IX, which defines a collective mark as one used by members of an association to distinguish their goods or services from others.

Registration is handled by the Companies and Intellectual Property office of Zimbabwe (CIPZ), and applicants must submit usage regulations that specify membership requirements, production standards, monitoring procedures, and enforcement mechanisms.

Zimbabwe’s membership in the African Regional Intellectual Property Organisation (ARIPO) also allows collective mark protection across member states via the Banjul Protocol.

Manicaland holds great promise for collective marks that can elevate traditional industries and empower rural communities.

Imagine the potential of Makoni Herbal Tea, a hypothetical collective of organic tea growers from Zumbani in Rusape, who could market the traditional herbal tea and its remedies under a shared quality mark.

In Chimanimani, smallholder farmers growing avocados, pineapples, and bananas in high-altitude microclimates could unite under a collective mark like Chimanimani Highland Fruits.

In Nyanga, farmers producing apples might adopt a collective mark such as Nyanga Apples to promote their apples.

Tea and coffee farmers in Mutasa could build a brand identity around Honde Valley Brew, capitalising on the unique altitude and climate conditions of the area.

Even in urban Mutare, youth entrepreneurs could use a mark like Mutare Made to promote eco-friendly crafts and fashion.

These examples demonstrate the versatility of collective marks in branding not only products, but values such as sustainability, heritage, and community development.

Yet, while collective marks hold great promise, there are practical limitations to consider.

Internal disputes may arise over quality assurance or usage rights.

The cost and bureaucracy involved in registration and oversight can be burdensome for newly formed associations.

Additionally, market development is crucial since collective marks alone cannot guarantee success without investment in packaging, marketing, and distribution.

These challenges, however, are not insurmountable. Government support, legal aid from universities or non-governmental organisations, and cooperative training programmes can all help overcome these hurdles.

Technical assistance is especially important in helping communities draft usage regulations, enforce standards, and build sustainable branding strategies.

Collective marks align well with Zimbabwe’s Vision 2030, National Development Strategy (NDS1), and the AfCFTA agenda by promoting value addition, regional integration, and community-driven growth.

They can help transition Zimbabwe’s informal sector into a structured, IP-savvy entrepreneurial ecosystem.

As a result, collective marks are more than just legal instruments but are engines of empowerment.

For SMEs, start-ups, and rural producers, they offer a gateway to competitiveness, cultural pride, and economic upliftment.

Policymakers, intellectual property professionals, and community leaders should champion this model by raising awareness, simplifying processes, and integrating collective branding into rural development frameworks.

Zimbabwe is rich in heritage, talent, and innovation.

With strategic investment in collective marks, we can turn that wealth into nationally recognised, globally respected brands that benefit us all.-heraald