Morris Hoeft Group: Transforming Brands into Catalysts for Change
10 Best Companies to Watch in 2024
In a world where brands often struggle to find their authentic voice and meaningful purpose, one woman stands out as a beacon of inspiration. Becca Hoeft, the CEO & Founder of Morris Hoeft Group, is on a mission to revolutionize the way brands engage with their communities, employees, and stakeholders.
With a career spanning diverse industries and a track record of leading award-winning teams, Becca has honed her skills as a collaborative leader, brand builder, and reputation strategist. Her passion for mission-driven work has led her to found Morris Hoeft Group, a catalyst for exponential growth powered by purpose and propelled by a commitment to growth marketing, public relations, and internal culture.
Becca’s approach to brand building is rooted in her belief that brands must be authentic, intentional, and driven by a higher purpose. She challenges the status quo and builds brands from the inside out, fostering strong relationships across all stakeholders. Her expertise spans a wide range of disciplines, including corporate social responsibility, reputation risk analysis, media relations, digital marketing, and data-driven PR and marketing campaigns.
As a dynamic leader, Becca translates vision into action, influencing, inspiring, and motivating across all functions and levels of the organization to bring the brand promise to life. Her commitment to making a positive impact extends beyond her professional pursuits, as evidenced by her involvement in various boards and volunteer programs focused on youth leadership and community development.
Becca’s journey has been marked by resilience, innovation, and a steadfast belief in the power of purpose-driven leadership. As she continues to shape the narrative of brands as catalysts for change, her story serves as an inspiration to aspiring entrepreneurs and brand builders alike, proving that with passion, vision, and a commitment to making a difference, anything is possible.
A New Chapter in a New City
When Becca graduated, she made a bold move to Chicago for her graduate studies. It was here she met Walter, a Kenyan neighbor who lived just across the street. Walter’s vivid stories about his homeland and the tight-knit communities of Nairobi deeply resonated with her.
These conversations became the foundation for Kiondo Originals, a social enterprise aimed at empowering single mothers through the art of crafting handwoven bags. Although Kiondo Originals was short-lived, Becca cherished the experience, finding fulfillment in knowing that most of the profits went back to support the artisans and their families.
Balancing Career, Family, and New Ventures
After finishing her studies, Becca moved back to her hometown of Minneapolis, where she began working at an agricultural bank. The job aligned with her passion for purpose-driven work, as the bank’s mission was to contribute to global food, clothing, and energy supply. Around this time, Becca faced personal challenges: a divorce and the responsibilities of raising two young children.
Simultaneously, she became involved with several startups. This period, though challenging, was exhilarating. The startups’ openness to unconventional marketing methods allowed her to experiment and witness firsthand the power of innovative branding strategies. The most rewarding part was seeing these brands gain traction and grow in the marketplace.
Rediscovering Purpose
By 2013, Becca felt a yearning to return to work that had a meaningful impact, similar to her experience with Kiondo Originals. A pivotal conversation with the CEO of Sunrise Banks, a bank committed to reducing the financial equity gap, led her to a new opportunity. Becca joined Sunrise Banks as the Chief Brand Officer, where she was instrumental in transforming it from a local community bank into a recognized name in the fintech industry.
The role was incredibly rewarding, but as time went on, Becca felt a desire to broaden her influence. She realized she wanted to help other purpose-driven brands achieve similar growth and impact. This realization led to the creation of the Morris Hoeft Group, where she could apply her passion and skills to a variety of mission-driven companies.
Empowering Teams Through Creative Freedom
At Morris Hoeft Group, Becca fosters an environment of creativity and autonomy. She believes in giving her team members a “blank canvas,” encouraging them to use their own creativity to shape their projects. Becca sets clear goals, like improving a product’s market performance by a certain percentage, but leaves the creative execution to her team.
Her role is to guide, provide feedback, and support, but she believes that real growth happens when her team taps into their own ideas and creative potential. This approach not only empowers her team but also drives innovative solutions that resonate with clients and customers.
Championing Purpose-Driven Brands
Becca’s passion lies in nurturing brands that are making a positive impact in the world. The Morris Hoeft Group specializes in working with companies that align with this mission—whether it’s tech firms using AI to enhance career development or financial institutions working to close the equity gap.
The daily good these companies strive to achieve fuels Becca’s dedication to growing their influence and reach. Her focus on purpose-driven branding is not just about business success; it’s about contributing to a better world.
Leading with Innovation
Becca has always been at the forefront of innovation. When social media platforms like Facebook started gaining popularity, she was quick to explore their potential for brand marketing, leading workshops across the country to share her insights.
For Becca, staying ahead in the fast-paced marketing world involves continuous learning and seeking inspiration from diverse sources. She stays informed by reading publications like the Harvard Business Review, takes advantage of free courses offered by institutions like MIT, and even started a podcast called “Is That Cashmere” with co-host Anna Kincannon. The podcast features guests from various industries, sharing stories of innovation that keep Becca inspired and creative.
Building Trust Through Consistency
For Becca, a strong brand is built on trust and meaningful connections with stakeholders. Every positive action a brand takes, whether it’s supporting social causes, sharing impactful customer stories, or taking a stand on important issues, adds value to its “reputation piggy bank.” Consistently making these positive deposits builds a reservoir of trust that can protect the brand during challenging times.
Becca’s approach to executive communications involves understanding the brand’s strategic goals and aligning them with the personal objectives of its leaders. By building a communications strategy that resonates with both the brand and its leadership, she ensures that the brand’s message is authentic and impactful.
A Holistic Approach to Marketing
While digital marketing and SEO are crucial components of brand growth, Becca believes they should be part of a broader, integrated marketing strategy. During her time as Chief Brand Officer at a fintech bank, she helped the brand gain recognition by Fast Company as a “Brand that Matters” in 2022 and 2023.
This achievement wasn’t solely due to digital strategies; it was the result of a holistic approach that touched every customer interaction and brand touchpoint. By diversifying their methods and ensuring consistent brand presence across all channels, Becca and her team at Morris Hoeft Group effectively build strong, resonant brands.
Preparing for Crisis
Navigating a crisis requires preparation and a clear plan of action. At Morris Hoeft Group, Becca emphasizes the importance of having a comprehensive crisis communications plan and regularly practicing it. They conduct annual training sessions with their clients, simulating real-life crises to prepare leaders for quick and effective responses.
This proactive approach ensures that when a real crisis hits, the team is ready and capable of handling the situation. Additionally, investing in media monitoring tools helps brands stay ahead of potential issues, allowing them to manage their reputation effectively.
Data-Driven Success
In the world of modern marketing, data is a powerful tool. Becca leverages data-driven strategies to fine-tune marketing campaigns, ensuring they are targeted and effective. By using tools that allow for precise audience targeting and A/B testing, she can optimize campaigns for maximum impact.
This approach not only increases the chances of success but also reduces the risk, as decisions are based on data rather than assumptions. Data-driven campaigns provide a clear pathway to achieving business goals and ensuring a strong return on investment.
Starting a Business: Lessons Learned
Starting a business is a challenging endeavor, and Becca knows the importance of preparation and support. She advises aspiring entrepreneurs to be aware of the commitment and hard work required and to ensure that they have the backing of their partners and family. Networking is another key element of success.
Becca emphasizes the importance of staying connected and building relationships, as these networks can be invaluable when building and growing a business. Even during the pandemic, she found ways to stay active and involved, co-founding Bethel University’s “the 25,” a program designed to prepare students to become the next generation of leaders.
A Vision for the Future
Becca’s goal is to create a more integrated approach to brand building, one that bridges the gaps between culture, marketing, and public relations. She sees innovation, particularly in areas like artificial intelligence, as a crucial element in advancing the brands she works with.
Personally, Becca aims to make a significant impact through her work with purpose-driven brands. Her ambitious goal is to positively impact one million lives by 2030. Through integration, innovation, and a focus on meaningful connections, she believes this goal is not only achievable but will be a testament to the power of purpose-driven branding.
