This seems to be the slogan of every other business. I did a search of the phrase and the first page showed it was used by a car dealership, a medical center, a bank, and a real estate company. Sports teams also speak of their fanbases as family. (Although I have yet to find a family that charges its members to spend three hours with them—and makes you pay for your food as well!). Anyway, I suppose the intent is good—these businesses want to convey the message that they will go beyond a business relationship with you. They will treat you in a special way.
And while you might get treated like family in certain ways, you aren’t. I might add that you aren’t likely to treat them as family either. You aren’t going to invite them to your Aunt Louise’s funeral or use one of your graduation spots on them. If one of their employees ends up in the hospital, chances are you’re not going to visit them. Even though you might have a good (business) relationship, you do not share the bond of family.
Psalm 133 speaks of people who have a special relationship with each other. They are part of God’s kingdom. For Israel, this meant they had a physical kinship (to some degree), but more to the point, they were part of a spiritual family.
God is big on bonds—especially those He creates. “Therefore what God has joined together, let no one separate” (Matthew 19:6). “How and pleasant it is when God’s people live together in unity” (Psalm 133:1). Special relationships should be treated just that way.
Don’t miss the message here. God wants us to love everyone. But we have a unique relationship with those who are part of His kingdom and we need to cherish and value that.
Be completely humble and gentle; be patient, bearing with one another in love. Make every effort to keep the unity of the Spirit through the bond of peace. (Ephesians 4:2-3)