IT and Business Insights for SMB Solution Providers

Brother Introduces Authorized Partner Program

The initiative, backed by a “Don’t Supersize, Optimize” marketing campaign, aims to help generate incremental sales for resellers. By Cecilia Galvin

Brother International Corporation, an office technology provider based in Bridgewater, N.J., has established the Brother Authorized Partner Program. This strategic initiative aims to drive incremental sales to channel partners by helping them create consultative relationships with customers to address rapidly changing trends in SMB printing.

As explored in the “Key Printing Trends and Their SMB Impact” white paper by InfoTrends, businesses using centralized multifunction copiers as primary printing devices are discovering they may be deployed too far from workers, which can result in decreased productivity. Brother is helping resellers solve this problem for their customers by providing them with products and solutions to promote a balanced deployment methodology that helps optimize workflow by placing technology in the right locations.

The program supports resellers in the SMB space with a Managed Print Services (MPS)/Volume Print Program (VPP) solution that helps them secure long-term contracts with discounts that drive an aggressive cost per page and low total cost of ownership. Additionally, the program provides the flexibility to work with print monitoring software packages, as well as non-networked configurations. It also offers extended warranties and discounts on Brother supplies.

The Brother Authorized Partner Program is backed by a dedicated inside sales team and field sales force ready to assist with on-location workflow assessments, joint presentations to customers, deal registration, a simplified special pricing program for bids, and hardware discounts. A special solutions team, in conjunction with the reseller, can also work directly with end users to address unique workflow and process requirements.

To generate awareness of this new initiative, Brother has implemented a “Don’t Supersize. Optimize.” campaign highlighted by the printing trends white paper and a printing environment self-assessment at The campaign also features video advertising, pay-per-click marketing, as well as promotional banners on sites geared toward key verticals such as government, education, healthcare, and retail. The campaign is designed to drive qualified leads, and ultimately sales, to authorized resellers.

Resellers interested in learning more about the Brother Authorized Partner Program can complete an application at, call 1-866-455-7713 and select option #8, or email Stephanie DeSanto, Sales Development Manager, at [email protected].


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