The writer means you should publish your content under your own brand/identity. That is, your own domain name, website design/branding, etc. The point is that

The writer means you should publish your content under your own brand/identity. That is, your own domain name, website design/branding, etc. The point is that if you create popular content but host it on Medium (or Facebook, or LinkedIn, or Google Plus, or any other branded content platform), you are giving that platform's brand free promotion, when you could be using that exposure to better promote yourself. The trade-offs are the cost of professional hosting, ensuring that the platform you choose has enough capacity to handle any traffic spikes, and designing/maintaining a site design that is as readable/usable as the established platforms.