What is the main objective of branding?

The primary objective of branding and therefore what the others fall under, is to have potential customers recognize your logo and marketing materials.

Once the customer is aware of you, the awareness and trust-building process can begin through interactions and further marketing messages. A unique tagline is helpful in differentiating yourself from the competition, and promotional materials that are matching and coordinating assist with presenting a cohesive image to your potential customers. However, without customers having even a base awareness of your firm, the other items are not necessary or essential.