Why it matters
A logo works by recognition, not explanation: it doesn't need to depict what you do, it needs to be distinctive, legible everywhere from favicon to signage, and used consistently enough to accumulate meaning. "The logo isn't the brand" is cliché because expensive redesigns keep proving it.
How it works
Strong marks are simple (survive tiny sizes), distinctive in the category, and versatile (mono, dark, light, square crop). Meaning arrives through association over time: the mark absorbs the reputation of everything it appears on, which is the real argument for consistency.
What to do about it
Judge yours on function: legible at 16 pixels? distinct from competitors at a squint? usable everywhere you need it? If yes, spend on the rest of the identity system before touching the mark.