A logo is the way that consumers identify your brand by sight.
The way that the brand is presented and perceived is more of what branding is all about. A logo only goes so far and is an important part of the branding process. Your brand has to have definition, presence and can’t get lost in a world of similar businesses.
In essence, what you need to do is be able to stand out and be recognisable.
Source: https://www.entrepreneurshipsecret.com/branding-isnt-all-about-the-logo/