The Secret to Building Brands People Follow: Create a Movement That Spreads
Monday, June 30, 2025
Create a movement, grow your audience, and drive business growth
What does it take to build a brand that people actually follow?
Not just buy from. Not just like. But follow.
That’s the question Russell Brunson unpacks in this episode of the Russell Brunson Show—where he shares how legendary marketers build movements that spark loyalty, community, and long-term audience building.
Whether you’re just starting out or scaling fast, the strategy is the same: build a movement, not just a business.
1. A Movement Is the Most Powerful Audience-Building Tool
Russell makes this clear: if you want to build a brand people follow, you need a cause.
Products solve problems.
Movements solve identity.
Why movements work:
- They give people a shared mission
- They turn customers into advocates
- They build loyalty faster than any funnel
Business growth strategies that scale fastest all have this one thing in common: they inspire people to join, not just consume.
"Movements create momentum. And momentum builds businesses faster than ads ever could." —Russell Brunson
2. Don’t Just Sell a Product. Sell a New Identity.
In the early days of ClickFunnels, Russell wasn’t just selling page builders.
He was selling freedom.
He was selling entrepreneurship.
He was selling the “funnel hacker” identity.
Takeaway:
- Use your offer to give people a new way to see themselves
- Wrap your marketing in meaning—not just features
This is what separates creators from leaders.
3. Document Your Movement with Books, Podcasts, and Events
Movements need media.
One of Russell’s best audience-building strategies? Writing DotCom Secrets and launching the Russell Brunson Podcast.
These platforms gave people a shared language.
A reason to come back.
A way to invite others in.
Add these to your content marketing funnel:
- A manifesto-style book (positioned for your niche)
- A podcast (even a simple solo format)
- An annual event or recurring gathering
“You’re not just building content. You’re building a culture.” —Russell Brunson
4. Give People a Place to Belong
Great brands don’t just talk. They host.
Whether it’s:
- A private Facebook group
- A membership portal
- A weekly live stream
Your job is to give your audience a home base—somewhere to gather, ask questions, and feel seen.
This deepens your relationship, increases lifetime value, and grows your community-driven brand.
5. Teach Something No One Else Is Teaching
This is where your competitive website traffic will start to snowball.
Movements are built on new ideas—or old ideas reframed in a bold new way.
What can you teach that no one else in your niche is talking about?
- A reframed belief
- A system you invented
- A personal story that shifts perspective
Great leaders aren’t just content creators. They’re category creators.
6. Infuse the Mission Into Your Offers
Movements shouldn’t just live on the surface. They should shape your offers.
Russell talks about how each ClickFunnels product, from the Funnel Builder Secrets to One Funnel Away, reinforced the mission.
Ask yourself:
- Does my offer tie back to the movement’s goal?
- Does my marketing copy reflect the belief system?
- Would my audience feel like they’re part of something bigger when they buy?
If you’re not selling transformation, you’re selling a commodity.
7. Use Story to Reinforce the Message
Books for entrepreneurs work because they are rooted in story.
Russell’s best-performing content—from webinars to keynote talks—uses the Epiphany Bridge Script to pull people into the mission.
Elements to include in your story:
- The problem that sparked the movement
- The journey you took (or are still on)
- The people transformed along the way
Movements are emotional. Your audience should feel connected to the mission and your transformation.
8. Let Your Audience Share the Spotlight
The fastest way to expand your movement?
Let your people lead.
Whether that’s:
- Showcasing their results
- Featuring customer testimonials
- Creating affiliate opportunities or challenges
People want to be seen and celebrated. Make your audience the face of the movement, not just the followers.
9. Legacy Is the Endgame
Russell closes this episode by reminding us that movements create marketing legacies.
They don’t just drive short-term sales. They build platforms people pass on, communities that outlive a single campaign.
If your goal is to grow a brand that lasts?
Then your best strategy is not just to sell.
It’s to lead.
Additional Resources for Entrepreneurs
Ready to transform your business and your relationships? Check out these essential resources:
Selling Online Challenge: Join Russell's 3-day virtual event where you'll learn the exact framework for "one-to-many" selling that can help you sell anything to anyone online - even if you're an introvert with zero followers!
ClickFunnels: The #1 funnel builder on the planet that helps you convert your online visitors into paying customers - with the easiest to use, fastest, and most optimized platform for turning clicks into cash!
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Frequently Asked Questions
What’s the difference between a movement and a brand?
A brand is how you’re perceived. A movement is what people feel part of. Movements create identity, action, and long-term growth.
Do I need a big audience to start a movement?
Nope. In fact, starting with a small, passionate base is how most movements begin. Focus on depth over breadth.
What if my niche is “boring” or too technical?
Every industry has beliefs worth challenging. That’s your starting point. Movements can be built around ideas, not just aesthetics.
How do I know my movement is working?
People start repeating your language, referencing your frameworks, and telling others about it without you asking.
Final Thoughts
If you want to build a brand that people follow, don’t start with features.
Start with a feeling.
Start with belief.
Start with a mission your audience can rally behind.
Movements multiply.
Brands that build them?
They win bigger, faster—and longer.
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