3 Things You Don’t Know About Brother Printers

Bethany Brookes
Sep 5, 2018 · 5 min read

I’ve seen quite a number of Brother printer models in various offices — my office included. Though not exactly a fan of Brother printers, I can attest to their quality and efficiency.

At first I could not understand the fascination even as I used the printer to print, scan or photocopy documents required of my job. So I did my research and realized that this tech giant has been in the industry for a century now. 110 years to be exact.

Image and Marketing Approach

The brand Brother is well-respected in many parts of the world as a leading printer brand and manufacturer of various electrical equipment. Unlike other Japanese brands, It has a subtle popularity that does not cause a lot of fuss.

The marketing team behind Brother adopts a clean and easy going advertising approach, centred on performance and corporate social responsibility. Most of the printer models it has released thus far have that fresh feel about them. Like a breath of fresh air from the high commercialised tech industry.

Why Brother is a Trusted Brand

As a way of appreciating this brand for not giving me a headache every time I have to photocopy, print or scan a document, I’m listing down three important and rather interesting facts that I think everyone should know about Brother:

1. They advocate environmental preservation

“river surrounded by trees” by Sam Wheeler on Unsplash

On their website, Brother said that they are:

… committed to sustainability and environmental responsibility as demonstrated through our programs and practices.

They developed a program called Brother Earth in their quest to contribute to environmental sustainability. The program is a reflection of Brother’s commitment to Mother Earth and communities across the world. It documents the environment-friendly activities and common challenges that the company undertakes on a regular basis.

In addition to Brother Earth, the Japanese tech and electrical equipment giant strictly adheres to ISO 14000 standards. Not just a single standard, ISO 14000 is a set of guidelines for operating an international organization, particularly where environmental management is concerned. Brother uses it as a road map for carrying out their corporate social responsibility while simultaneously creating quality and innovative printers and electronic products.

Other environmental advocacies include recycling Brother toner cartridges and ink cartridges through the Brother Product Recycling Program. Their website says that the program offers a “responsible way for customers to recycle a Brother product” after its lifespan ends. Just go to their website, note their address, and send your empty cartridges to the address you noted down. Upon receipt, Brother will recycle those used cartridges for free.

2. They’re among the first to implement an auto-fulfillment program

The printer and machinery company boldly encourages everyone to “never run out of ink or toner again.” Brother’s Genuine Ink & Toner Auto-Fulfillment Programs will resolve all your ink and toner supply issues.

The program consists of three basic steps:

(1) Select a reseller partner program (listed on Brother’s website)

(2) Register your Brother printer.

(3) You will receive replacement toners or ink cartridges right at your doorstep before they run out.

The advantage of this program is that you do not have to scour your city or town for the nearest Brother store. Auto-fulfillment programs have one goal: to deliver cartridge replacements directly to your address. Brother’s intelligent printers automatically detect low ink levels and trigger a new cartridge order. You specify your ink or toner requirements and how soon you need them without any unnecessary fees.

3. They are sensitive to the needs of individuals, companies and industries

Brother has thrived for more than 100 years. Part of the reason for this longevity is the company’s genuine empathy for customers. Their products have been made with “reliable performance” in mind. They also provide technical support at no extra change for the life of your product.

As part of their branding strategy and in keeping with their zest for innovation, Brother launched different printers for different types of users. Brother printers have also been tailor-made to fit their intended settings (e.g. home, personal use, office).

Printers intended for home or small office use are reasonably sized. They’re a little smaller compared to their trademark large printers but big enough to carry out the 3 most important fuctions: printing, photocopy and scan. Price-wise, these printer models are also more affordable and easy to fit with compatible cartridges (in the event you decide on this option).

The bigger and bulkier Brother printers are designed for big offices with heavy duty tasks. They’re also used by printing press, print shops and any mass printing business.

If you’re simply an individual with simple printing needs, Brother says they’ve got you covered. You can also purchase a small, basic all-in-one Brother printer that matches your preferences.

Your Printer, Your Choice

Always read the specs before buying a printer or any gadget for that matter. Also, have a clear understanding of why you’re buying this machinery in the first place. Are you going to start a home office? Will be you be starting a small business? Or do you need a printer for run-of-the-mill prints (e.g. printing your flight itinerary, photocopy of transcript or personal documents for academic purposes).

Shortlist all the printers you think will give you the results you’re looking for. Compare their specs, read reviews or talk to a tech support staff for advice. Regardless of whether you consider a Brother printer or some other brand, what matters most is that you do not regret your purchase after screening potential printers. On the whole, it should be a good deal for you.

Bethany Brookes

Written by

Tech marketer and content specialist at https://www.cartridgesale.com.au/, premier supplier of printer cartridges (toners & ink cartridges) in New South Wales.

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