Building a Brand That Thrives
In business, few things are more misunderstood — or more powerful — than branding.
As Dearonne “DB” Bethea shares in this conversation with Monica, the Director of Thrive Marketing, branding isn’t just about logos and colors. It’s about creating a consistent, authentic story that reflects who you are and what your business stands for.
“For years I had my head down, building businesses,” DB says. “Now, it’s time to build the brand behind them — the DB brand.”
Behind that brand is Thrive Marketing, a dynamic, in-house marketing team responsible for the growth of several of DB’s ventures — from Anytime Fitness franchises and vacation rentals to investment firms and real estate developments.
From Collaboration to Creation
Monica’s partnership with DB began long before Thrive existed.
“It started with helping out at one of the early conferences,” she recalls. “Then it evolved — managing DB’s personal brand before there even was one.”
What began as a few social media posts soon became a full-fledged marketing agency. Together with Broad, Thrive’s internal operations lead, Monica helped shape a brand-building powerhouse that now supports multiple companies under the DB umbrella.
Their first major success came from hosting a business and real estate conference that sold out — proving that with the right marketing strategy, results follow.
The Real Cost (and Value) of Marketing
One of the podcast’s most powerful moments came when DB broke down the true investment required to grow a business.
“In business, you should be spending around 10% of your total revenue on marketing,” he says. “If you’re launching something new, that might even go up to 20 or 25%. You can’t scale if you don’t invest.”
Yet many entrepreneurs hesitate to spend money on marketing — often because they see it as an expense rather than an investment.
Monica points out that those same business owners are often the ones who later struggle with cash flow, customer acquisition, and visibility.
“Everybody believes in their business,” she explains, “but if you’re not reaching people, your belief doesn’t translate to results.”
The Common Challenges: Time and Consistency
Entrepreneurs wear too many hats — CEO, marketer, designer, salesperson.
That’s where most marketing efforts fail.
“When you try to do it all, you end up giving 10% of yourself to everything,” says Monica. “That’s why building a team — or outsourcing to the right people — is so important.”
Another challenge is consistency. Many businesses post on social media for a month, then stop when things get busy. But algorithms reward the brands that stay consistent.
Monica stresses:
“The number one thing that kills growth is falling off. Consistency is everything. The algorithm rewards you when you show up regularly.”
Adapting to a Digital World
Traditional marketing — flyers, print, radio — is being replaced by digital-first strategies. Businesses can now reach global audiences from their phones.
Monica emphasizes the importance of evolving with new tools and trends — especially AI.
“AI isn’t going anywhere,” she says. “It gives business owners their time back. You can use it to research competitors, generate ideas, or analyze customer reviews. The key is to use it as a tool, not a replacement for creativity.”
DB adds that staying adaptable also means understanding social media algorithms — knowing how platforms like Instagram, TikTok, and YouTube reward engagement, watch time, and relevance.
“The game keeps changing,” he says. “But one thing stays the same — you’ve got to be consistent and authentic.”
Branding Starts with Identity
Every great brand begins with one thing: clarity.
“Start with your brand guidelines,” Monica advises. “That’s your Bible — your colors, fonts, tone, message, and core values.”
For new entrepreneurs, this is the foundation. It ensures every part of your business — from your website to your emails — speaks in one voice.
“No matter who your customer talks to, it should feel like they’re talking to the same person,” Monica says.
Authenticity is also key. DB emphasizes staying true to your story:
“People want to see the real you. I’m not hiding my background or pretending to be perfect. My journey — from the block to business owner — is part of my brand.”
The Importance of a Strong Digital Presence
A professional website is no longer optional — it’s your online storefront.
But it’s not just about aesthetics; it’s about performance.
Monica explains the importance of SEO (Search Engine Optimization) and user experience:
“People have short attention spans. If your website isn’t clear and fast, they’ll leave in seconds. You want visitors to find what they need instantly — and take action.”
Authenticity Over Hype
Social media is filled with “gurus” promising overnight success.
DB takes a firm stance against that mindset:
“Success isn’t instant. I’ve been grinding for 20 years. If someone tells you they’ve got the secret to get rich in three, run.”
He shares his own setbacks openly — losing $500,000 in his first franchise — as proof that failure is part of the process.
“That loss taught me everything I know about business, marketing, and resilience,” he says. “Now I use that experience to teach others how to win.”
The Thrive Approach: Building Real Relationships
At Thrive Marketing, the focus is on relationships — not transactions.
“Marketing is a relationship,” Monica explains. “The more you connect and nurture your audience, the more naturally your business grows.”
Their clients range from fitness and real estate to product-based brands, all connected by one thing: authenticity.
Thrive helps businesses with:
- Brand strategy and identity design
- Social media management
- Website development and SEO
- Email and text marketing
- Event marketing and video production
Their biggest success? Hawaii’s largest business and real estate conference — a sold-out event that grew entirely through organic marketing and relationship-building.
From Local Impact to Global Reach
DB closes the episode by bringing it back to purpose.
Through his foundation and community projects, he uses marketing not just to grow businesses — but to impact lives.
“Marketing lets us reach more people. Whether it’s helping entrepreneurs or feeding the homeless, the more we grow, the more we can give back.”
Final Takeaway
Branding isn’t about looking good — it’s about being understood.
It’s knowing who you are, what you stand for, and showing up consistently with that message.
Monica sums it up best:
“You can’t sell to everyone. But when you know who you are and who you’re serving — that’s when your brand truly thrives.”
