What if one of the biggest growth levers in your business is the one finance leaders are most likely to underestimate?

In this episode of the CFO Access Podcast, Jeff Robson speaks with Tracy Fryer, founder and creative director of Design Studio Perth, about why branding is not just a creative exercise but a commercial one. From launching a business during COVID with just $4,000, to building a strong agency and helping clients sharpen positioning, pricing and digital presence, Tracy shares a candid perspective on resilience, leadership, AI, personal brand and the financial value of getting your message right.

If you have ever seen brand as a cost rather than a revenue driver, this conversation may challenge the way you think.

Plus: a story about a very lucky rabbit, and a scarecrow who was outstanding in his field.

This Episode:

0:00 Welcoming & introducing Tracy Fryer

1:20 From visual arts and air hostess to Design Studio Perth

3:14 Taking the leap: starting a business during COVID with $4,000

5:36 How business exposes your flaws and your greatness

6:48 What CFOs get wrong about brand and marketing investment

7:46 Logo vs brand: what’s the real difference?

9:00 The sea of sameness problem and why niching matters

10:58 LinkedIn is not just for job seekers

14:24 AI in creative business: tool, not replacement

20:44 Setbacks, mindset, and responding vs reacting

26:24 Common threads from 134 podcast interviews

27:44 Running three marathons: challenging the stories we tell ourselves

Connect with Tracy Fryer on LinkedIn