Let’s get a few things straight: your logo and your website is not your brand. Your brand is the experience and perception people have of your company. Branding are the actions taken to build your brand (strategy). And a brand identity is the tangible expressions of your brand (logo, typography, colors, etc).
But that said, your logo is important to your business because it communicates ownership, quality, and values. It’s imprinted on your products, your business card, website, social media, and most importantly, in the minds of your clients.
Your logo is likely to be one of the first interactions people have with your company and it’s your opportunity to make a solid first impression, show you deliver a quality service, and visually express your purpose.