.jpg)
The Real Biz Life Chronicles
Unedited stories of Business, Branding and Life.
Banish boring as Tracy Fryer and her guests take a ride on the rollercoaster of being a business owner - or of simply being human! Get ready to learn exactly what it takes to grow with distinction and show mediocrity the middle finger. In this podcast Tracy interview’s authentic business owners, who share their story of building a successful business, their strategies behind their success and leading the way.
RAW. Honest. Unedited.
The Real Biz Life Chronicles
#101 Lino Giangiordano: The Power of Branding
What does it take to build a brand that outlasts trends, tech shifts, and “quick fixes”?
Lino Giangiordano has spent over 40 years shaping the visual identities of brands across Australia and Asia. Formally trained and globally experienced, he’s the designer you’ve probably never seen in the spotlight, but his work has spoken volumes for decades. From working with major international brands to acting as a long-term brand custodian for clients, Lino’s approach is grounded in precision, honesty, and craft.
In this episode, we unpack the unspoken truths of branding, why a logo is only the beginning, how consistency builds trust, and why behaving like a big business (before you are one) changes everything. We also dive into the lessons creatives can borrow from business owners, and vice versa.
For me, what stood out most was Lino’s belief that relevance and honesty are what make a brand unforgettable. It’s not about chasing every trend; it’s about showing up, staying true, and putting your best work forward every single time.
If you’re ready to see your brand as an investment, not a cost, this conversation will change the way you think about your business identity.
In This Episode:
(04:49) From fine art to graphic design
(16:11) The truth about what branding is (and isn’t)
(21:15) Why brand style guides matter more than you think
(25:26) How business owners lose momentum in branding
(29:53) The two traits that make a brand truly unforgettable
About Lino Giangiordano
Lino Giangiordano is a design partner at Pink Elephant Branding and Design with a career spanning four decades. He has worked in leading studios and agencies across Australia and Asia, creating brand identities for global companies and acting as a long-term brand custodian for his clients. Known for his understated approach, precision, and integrity, Lino brings a lifetime of branding wisdom to every project.
Connect: LinkedIn
Email: Lino@2edesign.com.au
Official Podcast Sponsor: Cuppa Cartel
Season 2 Gift Free Brand Discover
About Tracy:
Tracy Fryer is a branding powerhouse, speaker, and founder of Design Studio Perth and Trace Designs Bespoke. She’s dedicated to helping business owners and creatives build brands that truly reflect their values, passions, and long-term vision. As the host of The Real Biz Life Chronicles, Tracy brings raw, insightful conversations that push entrepreneurs to embrace bold growth, develop strategic branding, and lead with unapologetic confidence. Her approach is refreshingly real—blending deep expertise with a passion for authenticity, creative excellence, and business success.
Connect with Tracy Fryer:
TikTok
The Real Biz Life Chronicles Instagram
The Real Biz Life Chronicles Facebook
The Real Biz Life Chronicles Spotify
Book Your Free Brand Discovery
Is there a topic you’d love us to chat about?
Send us a DM on any platform above, and we’ll make it happen!...