How do we keep our purpose messaging consistent across the business?

Give employees a small set of supporting ideas that explain and substantiate the purpose, rather than expecting the purpose statement to carry the whole business story. Wates needed to equip its workforce to communicate its purpose, "Reimagining places for people to thrive", to audiences ranging from homeowners to politicians. The purpose expressed a commitment to improving the health, wellbeing and prosperity of people who live in and use the properties Wates touches.

The Frameworks developed a messaging framework around three complementary ideas: "the power of reimagining", "how we thrive" and "we are grounded". Each supported and validated the purpose, giving employees a structure for explaining its meaning. A 2025 article from MIT Sloan Management Review identifies team leaders as critical translators of corporate purpose into daily operations and argues for deliberate dialogue rather than reliance on a statement alone.

Supporting copy should show employees how to adapt a shared story for different audiences without losing its core meaning. For Wates, The Frameworks used the messaging framework as the foundation for a suite of creative copy, enabling the business to flex its voice across its diverse audiences. The practical model is a common structure supported by examples of how the business can express it, rather than a single fixed formulation for every audience.

Jude Taylor, Head of Brand and Marketing at Wates, reported that the clear messaging system and refreshed visual identity brought "real consistency to how we tell our story across the business", making the story feel joined-up, authentic and recognisably Wates. The client account supports pairing shared ideas with usable copy so that flexibility remains connected to the business's purpose.