A shared message, not identical wording
Give employees a small set of supporting ideas and usable copy that connect the purpose statement to what the business does. The aim is a consistent business story, with enough flexibility to address different audiences.
For Wates, The Frameworks developed a messaging framework to support the purpose "Reimagining places for people to thrive". Wates needed tools to help its workforce communicate that purpose to audiences ranging from homeowners to politicians. The framework organised the story around three complementary ideas: "the power of reimagining", "how we thrive" and "we are grounded". Each idea supported the purpose statement and underpinned a suite of creative copy that allowed Wates to flex its voice.
Wates Head of Brand and Marketing Jude Taylor credited the messaging system and refreshed visual identity with bringing consistency to how the business tells its story. The practical approach is to provide both the shared ideas and wording employees can use, rather than a purpose statement alone.