I think what she is trying to say is…
Don't just create a graphic…Create a Brand.
She somehow managed to write that entire article without mentioning the word. Articles such as this one need to delve a little deeper into the the 'why' of logo creation. Not just you should do this or don't do that.
For instance: Why should a logo be simple.
It's not just for easy brand identity. It's so that if you have to have your logo embroidered. The detail won't drop out. The same reasoning when printing the logo small. The print plates can loose detail when transferring the ink at small sizes. The same goes with t-shirt screen printing.
The shape should be simple so that the logo is easy to place. Logos that fit into simple geometry like squares, circles and triangles become easier to place in a design layout because they don't contain unused 'white space'.
Simple colour choices –*1 and two colour print jobs can be far cheaper when having artwork offset printed.
Articles such as this one need to provide more detailed information rather than just the usual logo design check list.
Or…I could just be cranky and too close to the subject.