Brand Strategy Framework – Agency Standard
A comprehensive brand strategy framework refined and standardized through client engagements — now the agency standard for all brand work.
I'm Ruth Hawk.
Clear thinking and clear writing for clear brand results.
Brand & Messaging Strategist with 15+ years helping organizations develop their one-of-a-kind stories and communicate them with consistency across every touchpoint.
What I do
I am a storytelling expert with 15+ years of experience helping organizations identify their message and communicate it with clarity and consistency across touchpoints. My work connects strategic thinking such as positioning and brand strategy, with the ability to creatively and consistently execute at the sentence level in a way that connects with individual target audiences.
At MaaS, a CodeSM company, I own brand strategy and positioning for a portfolio of 33 client accounts. That means defining their one-of-a-kind stories, conducting market research, building messaging frameworks, overseeing and participating in daily content creation, and presenting recommendations directly to clients. I both write the words for clients and shape the thinking behind them in order to position them and their narratives in a way that builds relationships with target audiences.
I have worked with both B2B and B2C brands across areas as diverse as healthcare and technology, logistics and nonprofits, wellness and finance. Over the course of my career, I have supported more than 200 clients.
If you're building a brand, refreshing a website, or trying to bring cohesion to a campaign, I can help you move from "we have content" to "we have a message."
Selected work
Brand strategy, messaging architecture, and campaign work across industries.
TeacherBuilder – Brand Strategy & Blog Content
Brand strategy development and content execution for a Texas alternative teacher certification program that had struggled to communicate what it actually offers.
Proposal & Presentation Narrative Strategy
Story-centered restructuring and live delivery of high-stakes proposal materials.
Selected impact
- Brand framework development: Created a comprehensive brand strategy template — covering competitive analysis, audience personas, messaging architecture, and campaign ideation — now the agency standard across all client engagements.
- Positioning clarity: Helped brands move from generic descriptions to distinct narrative promises that shape tone and direction across every channel.
- Narrative flow: Organized messaging across websites and campaigns to create a logical, persuasive progression from introduction to action.
- Client-facing strategy delivery: Present brand strategy recommendations directly to clients, translating positioning into clear creative direction.
- Campaign cohesion: Strengthened alignment across ads, landing pages, and follow-up messaging to reduce friction in the buyer journey.
Strategic capabilities
- Brand strategy & positioning — discovery, competitive analysis, narrative promise, voice and tone development.
- Messaging architecture — hierarchy, pillar development, cross-channel cohesion.
- Campaign & funnel strategy — offer clarity, CTA hierarchy, alignment across ads → landing → email.
- Execution — websites, landing pages, Meta Ads copy, email sequences, proposals, print materials, and long-form content.
"She can craft the strategic layer behind copy, like brand messaging and campaign development, as well as execute the copywriting that brings it all to life. People like Ruth don't come up often."
Let's talk
Marketing today requires the ability to use many channels, both print and digital, to convey one crystal clear and compelling message. If you're looking for strategy and writing that can hold together across the diversity of today's marketing ecosystem, send a note with a few details and I will follow up within 24 hours.
Send a message