This chapter explores the relationship between family identity and relationship marketing orientation in the case of Romanian family businesses. Specifically, it examines how family businesses leverage their unique identity to build strong relationships with customers, employees, and suppliers. The study builds on existing literature and original empirical data from Romanian businesses and consumers to analyze the impact of family identity on relationship marketing orientation and business performance. The results of the data analysis indicate a positive correlation between communicating family identity and higher relationship marketing orientation, which in turn positively affects the performance of the company. However, the study also reveals that many Romanian family businesses underutilize their family identity in their marketing strategies.