There’s something almost magical about feeling like you belong. Like you’ve been invited into something meaningful. A story. A tradition. A shared culture. And not just as a visitor, but as someone who belongs there.

That’s exactly what a touchpoint designed with the Relationship-Related storyline does. It taps into the psychology of emotional connection to say: “You’re one of us.”

And that feeling? It’s a strategy. It’s trust. It’s the start of a relationship that sticks.

Let’s look at why this kind of storytelling works so powerfully and how your business can use it to build deeper, more loyal connections.

This post is part of our series exploring The Expressory’s Strategic Storylines™, which is part of the foundation behind every thoughtful touchpoint we create. If you missed the first post, we recommend starting there for an overview of the full framework and why these storylines are so effective at fostering emotional loyalty.

The Psychology Behind Belonging

At The Expressory, our work is deeply rooted in social psychology.  We often reference the research of Harry T. Reis, who identified three essential ingredients that form the foundation of meaningful relationships (and the science of it):

• Felt Understanding – I see you. I get you.

• Validation – I acknowledge the importance of what you value.

• Care – I’m here for you. You matter to me.

A Relationship-Related gift or message is an effective way to deliver all three in a single moment.

When you invite someone into your story, your traditions, your culture, your legacy, you’re showing them who you are and saying: “I believe you’ll connect with this.”

That moment creates a bond. Not a transactional one, but an emotional one. And emotional loyalty? That’s what keeps people coming back.

What Makes a Relationship-Related Touchpoint?

These gifts don’t just say “thanks.” They say:

• “You’re in the club.”

• “You matter to us.”

• “We want to share this part of who we are with you.”

To create a Relationship-Related touchpoint, ask:

• Does the gift relate to a shared tradition or ritual we (or I) have?

• Is it something passed down or shared among a group?

• Does it symbolize induction into a group, team, or community?

• Does it reveal something meaningful about the giver’s story?

If so, you’re not just gifting. You’re storytelling. And storytelling is what makes a touchpoint unforgettable.

Real Examples of Relationship-Related Gifts in Action

A Cabin Game That Said, "You're Family."

Sample Gift: A family yard game

Sample Appreciation Message to a Client:

"Summer has finally arrived! My family and I eagerly await our annual lake cabin trip - so many memories, and a good share of legends, too! Have fun this summer and make some memories with this popular ‘cabin’ game.”

Why it worked:

This message did more than say “have a nice summer.” It gave the recipient a peek into the giver’s life, tradition, and values. It built understanding. It invited the recipient to feel like part of that legacy. And it created a space for the recipient to think of their own traditions. In other words, it sparked shared experience, felt understanding, and emotional connection.

These stories often cause the recipient to think of their own experiences and want to share their story in return. That’s the type of engagement that allows the giver to increase their bond and add to the collection of understanding about that relationship. It fuels future engagement ideas.

A Recipe from 1899

Sample Gift: Assorted Holiday drinks (non-alcoholic) + a family eggnog recipe

Sample Appreciation Message to a Client:

A standard holiday greeting + Shared on a notecard, an eggnog recipe dated back to the giver’s great-grandmother in 1899.

Why it worked:

This wasn’t just a festive gift. It was an invitation into a holiday tradition over 100 years old. The recipients weren’t just sipping cocoa. They could choose to partake in something intimate and generational. And that makes people feel included, valued, and cared for.

Some recipients now bring out the recipe every holiday. That’s a gift that’s no longer just from the company. It’s become part of the recipient’s own traditions. And when they are asked where the recipe came from, the story will always include the giver, making for priceless word of mouth marketing. Not only that, but each time the recipe is displayed, the recipient likely feels a pull to reach out again and tell the giver that they are thought of. Timeless engagement.

A $2 Bill That Said, "You Belong Here."

Event: An annual gathering of a publisher’s clients and prospects + Presentation of a Lifetime Achievement Award

Gift: A gold journal with a $2 bill tucked inside

Background:

During the event, one of the segments was a presentation of the Lifetime Achievement Award in the community. The CEO shared a story that the $2 bill inside the gift was influenced by his mother, who carried them to give as gestures of appreciation throughout her life.

Why it worked:

The story shared was personal, emotional, and deeply human. By linking the award to a meaningful family ritual, the CEO made the recipients feel like they were being inducted into something bigger. They weren’t just being honored, they were being welcomed into a legacy. And the public story made the entire audience feel just as connected. That’s powerful relationship-building.

Why Belonging Works (and Why It Lasts)

When people feel like they belong, they do more than stay, they engage. They advocate. They remember.

A Relationship-Related gift:

• Builds trust through authenticity.

• Strengthens loyalty through emotion.

• Creates reciprocity because people naturally want to give back.

And in a digital world where inboxes are full and relationships often feel surface level, belonging is the advantage most businesses forget to create.

5 Questions to Reflect On

Want to bring this into your own business? Start with these questions:

1. What traditions or values does your company hold that others might connect with?

2. Are there any “you’re one of us” moments you can create for clients, employees, or partners?

3. Have you shared a piece of your story in a way that builds emotional loyalty?

4. What can you do to make your next touchpoint feel more like an induction into a community rather than a transaction?

5. How are you showing understanding, validation, and care through your touchpoints?

Next Up in the Series: Stay tuned as we explore the Transition Acknowledgment storyline. This one is perfect for helping people feel supported during change and growth.

And if you want help designing Relationship-Related gifts that drive real results, we’re ready to jump in.

Contact us and schedule a strategy call or join a community Q&A to get started.

Frequently Asked Questions

What are the 3 R's of loyalty?

The 3 R’s stand for Retention, Referrals, and Revenue. Retention is about keeping customers coming back, referrals are when loyal customers recommend your business to others, and revenue reflects the value loyal customers bring over time. When you focus on creating strong relationships through nurturing, you get the three R’s.

What are the 4 C’s of customer loyalty?

The 4 C’s are Consistency, Communication, Care, and Commitment. Consistency means delivering a dependable experience, communication keeps customers informed, care shows you value them personally, and commitment reflects your dedication to meeting their needs. Together, these build trust and long-term loyalty.

What are the 4 levels of loyalty?
The four levels of loyalty are:

• Shared Values: Your brand aligns with what customers care about. They see your products or services as reflecting their beliefs and priorities.

• Consistent Experience: Customers know they can rely on you. Every interaction, from purchase to service, meets or exceeds expectations.

• Emotional Connection: Customers feel a personal attachment to your brand. They like what you stand for and enjoy interacting with you.

• Mutual Growth: Loyalty peaks when both your brand and your customers benefit. Customers stay because they feel valued and see long-term value in the relationship.