Some changes you make for your app won't publish unless you do an App Store Update, or go through the App Store. Those that need an App Store update to go through are:
The Launch Icon
The Application Name, which appears under the icon
And the Splash Screen
There are also some things that can ONLY be changed in the App Store. That means you'll have to log in there and make the changes outside your app editor. Things that must be changed there include:
The Application Description
And the Application Keywords
If all the information you need is entered before your app is published, you shouldn't need to worry too much about these things, which will save you time and effort.