By: Alexandra Perez
From Growth to Gut Check
Jonathan Bannister didn’t initially set out to become a digital marketing agency owner. In fact, when he first entered the space, he had to familiarize himself with basic industry terms like SEO. While his technical knowledge was limited at the time, his adaptability, resilience, and vision proved to be essential assets as he navigated one of the most challenging chapters of his life, both personally and professionally.
His story is not just about reinvention; it reflects the leadership lessons learned from overcoming adversity, pivoting strategically, and rebuilding from the ground up, multiple times.
From B Online Marketing Solutions to Cornerstone Marketing Solutions
By 2016, Bannister’s original venture, B Online Marketing Solutions, had grown from a solo effort into a formal business partnership with two other successful business owners in the HVAC industry. Together, they combined print, digital, and HVAC sales training under the new brand: Cornerstone Marketing Solutions.
The partnership initially showed potential. Bannister relocated his entire family from Gulfport, Mississippi, to Dallas, Texas, to pursue the opportunity. His wife, who had been initially uncertain about the move, soon warmed to their new surroundings. Things appeared to be on track.
However, beneath the surface, issues began to surface.
“We had direct mail, we had sales training, and we had digital,” Bannister recalls. “We shared a name and a P&L, but we were essentially running three different companies. And I didn’t know any better—it was my first real business.”
The learning curve was steep, and by 2018, Bannister discovered that one of his partners had been diverting client payments into a personal account. The loss amounted to a significant financial blow. The betrayal wasn’t just financial—it was personal, affecting the trust within the partnership. Bannister and the other partner continued their efforts, but the damage to their relationship lingered.
Pandemic Pivot and a Breaking Point
When the COVID-19 pandemic hit in early 2020, Bannister took a proactive approach, while others in the industry pulled back. “I got on video and told our clients, ‘People are home, running their A/C and using their plumbing more than they ever have. Let’s take action,’” he says. The outcome? The agency’s revenue grew significantly within a year.
Yet, not everyone shared his urgency. While Bannister expanded staff and focused on client strategy, his partner, who oversaw the print division, seemed disengaged, spending most of his time golfing. “He’d call and say, ‘Let me tell you about the shot I hit on six today,’ and I’m sitting there trying to stay focused on the business,” Bannister reflects.
This disparity in work ethic became too much to ignore. By late 2021, Bannister made the difficult decision to buy out his remaining partner. “It was one of the hardest years of my life,” he admits. “But I needed to close that chapter before the new year.”
Although they haven’t spoken since, Bannister emphasizes that he offered a fair opportunity to his partner. “He could’ve bought me out if he wanted, but he didn’t have the digital expertise—and I couldn’t sacrifice the future for nostalgia,” Bannister says.
Rebuilding with Purpose
After the buyout, Bannister made a deliberate decision to rebrand. He wanted a name that could be trademarked and reflect something more than just another agency—he sought a legacy. The result was Top Serve Digital, a brand built around service, excellence, and a specialization in home service marketing. This rebrand wasn’t just about a new name—it represented a complete reset.
“I wiped the slate clean—staff, processes, everything,” Bannister shares. “Only three people remain from the team of five years ago. Everyone else is new, and that was a conscious decision.”
The transformation was strategic, not reactionary. Bannister was determined to build a structure with clear goals and accountability. “Now we have KPIs, role clarity, and shared objectives. If you’re not pulling your weight, it’s unlikely you’ll last,” he explains.
Leading with Empathy and Standards
The changes didn’t just result in a stronger business—they also shaped Bannister’s leadership approach. He now understands the kind of founder he is—and the kind he isn’t.
“My wife once told me I was the worst employee ever,” he laughs. “She was right. I questioned systems. I pushed for efficiency. But I also rubbed people the wrong way. I was never meant to work for someone else.”
As a leader, Bannister values autonomy and accountability. While he doesn’t micromanage, he expects results.
“If you’re good at what you do, I’ll give you the space to do it,” he says. “But I’m not babysitting anyone. I believe in hiring talented people and trusting them to get the job done.”
This ethos has helped him rebuild a team focused on values and results. It has earned him the respect of both clients and employees who appreciate the balance between structure and trust.
A New Chapter Begins
The rebrand signaled more than just a change in name—it marked the beginning of a new phase in Bannister’s entrepreneurial journey. One grounded in experience, clarity, and the hard-earned wisdom that comes from enduring tough lessons.
“I had to go through the bad partnerships, the burnout, and the rebuild to become the leader I am now,” Jonathan Bannister says. “It wasn’t easy. But I wouldn’t change a thing.”
As Top Serve Digital continues to grow, Bannister’s focus remains clear: build a company that delivers value, fosters strong leadership, and helps clients build lasting brand equity.
For Bannister, running a business isn’t solely about marketing—it’s about personal growth and leading with purpose and resilience.
