Cannot print from LTS 16.4 to newly installed Brother MFC-L2700DW network or USB

I installed an existing MFC-L2700DW printer on my Ubuntu. I used deb package at https://support.brother.com/g/b/downloadlist.aspx?c=eu_ot&lang=en&prod=mfcl2700dw_us_eu_as&os=128 I connected the printer via WPS and see it in router control panel. Installation finished, however I did get this error:

lpinfo: cups-deviced failed to execute. lpadmin -p MFCL2700DW -E -v usb://dev/usb/lp0 -P /usr/share/cups/model/brother-MFCL2700DW-cups-en.ppd lpadmin: Bad device-uri scheme "usb". 

But the installation continues. After it completes and I look at printer properties, I see location = ~empty~ device uri = file:///dev/null make and model = Local Raw Printer.

I can send something to the printer with Libre Office, but nothing ever prints.

I have tried over my network and with the USB connection.