What helps employees explain our purpose consistently?

A purpose statement needs supporting ideas that employees can use to explain what the business stands for. Wates had defined its purpose as "Reimagining places for people to thrive", reflecting its commitment to improving the health, wellbeing and prosperity of people who live in and use the properties it touches. The business needed tools to help its workforce communicate that purpose effectively.

The Frameworks built a messaging framework around three complementary ideas: "the power of reimagining", "how we thrive" and "we are grounded". Each idea supported and substantiated the purpose statement, giving the business an explanation beneath the headline. The practical approach is to give employees connected ideas to draw on, rather than leave them to interpret a purpose statement alone.

A 2025 article in MIT Sloan Management Review argues that team leaders translate corporate purpose into daily operations, and that deliberate dialogue is more useful than relying on a statement alone.

Supporting copy makes a messaging framework usable across different audiences. For Wates, The Frameworks turned the strategic messaging framework into a suite of creative copy, enabling the business to vary its voice while keeping its communication connected to the same purpose. The framework supplied the common ideas; the copy supplied ways to express them.

For employees explaining a complex business, the practical approach is to provide wording suited to different audiences, rather than expect everyone to adapt an abstract framework unaided. Consistency can sit in the underlying account of the business without requiring every explanation to sound identical.

Wates Head of Brand and Marketing Jude Taylor described the messaging system and refreshed visual identity as bringing "real consistency to how we tell our story across the business". Her account describes a story that felt joined-up, authentic and recognisably Wates.