 It is in both parties’ interests that the logo is displayed prominently, with each organisation’s brand lending force to the other’s.Use of the brand is encouraged, but not usually required, and would typically be implemented across firm stationery, marketing brochures and web pages, ensuring that all touchpoints with existing and prospective clients are covered.Some members prefer not to adopt a network’s umbrella brand so as not to deflect business from existing non-network introducers of work, the growing need for firms to project a more international image means that access to a global brand is viewed as an increasingly important membership benefit.