Let's first work it out in the case of linear regression.
Let's take a predictor variable that has two levels, cat and dog, and that will be our only predictor.
$$
\mathbb E[y] = \beta_0x_{cat} + \beta_1x_{dog}
$$
The $x_{animal}$ variables take the value $1$ if the subject is that animal and $0$ if the subject is not that animal.
However, it is more common to use an intercept and then a variable that compares one of the factors to the other.
$$
\mathbb E[y] = \beta_0 + \beta_1x_{dog}
$$
Here, $x_{dog}$ takes the value $1$ if the subject is a dog and $0$ if the subject is not a dog. This just as easily could have been done for a cat, but the cats aren't missing from the model. The cats become a reference category with their mean given by the intercept $\beta_0$, and then $\beta_1$ is by how much the mean for dogs differs from the mean for cats.
For example, if we have cats with a mean mass of $4$ kg and dogs with a mass weight of $40$ kg, our regression equation would be $\mathbb E[y] = 4 + 36x_{dog}$.
Now let's also look at horses, which have a mean mass of $250$ kg. We expand our regression equation to have a variable $x_{horse}$ that takes $1$ if the subject is a horse and $0$ otherwise.
$$
\mathbb E[y] = 4 + 36x_{dog} + 246x_{horse}
$$
If we include alligators that have a mean mass of $225$ kg, then we get:
$$
\mathbb E[y] = 4 + 36x_{dog} + 246x_{horse} + 221x_{gator}
$$
If we didn't know the means for each animal and had to estimate them from the data, we might propose the following model and then estimate the coefficients using a method like ordinary least squares.
$$
\mathbb E[y] = \beta_0 + \beta_1x_{dog} + \beta_2x_{horse} + \beta_3x_{gator}
$$
But you didn't ask about linear models. You asked about generalized linear models that deal with $g(\mathbb E[y])$ instead of just $\mathbb E[y]$. For a binary response variable $y$ whose log-odds of occurance depends on the species (cat, dog, horse, or alligator), we might propose the following model, for $g(p)=\log\big(\frac{p}{1-p}\big)$, $p\in(0,1)$.
$$
g(\mathbb E[y]) = \beta_0 + \beta_1x_{dog} + \beta_2x_{horse} + \beta_3x_{gator}
$$
As usual, the $x_{animal}$ variables take $1$ if the subject is that animal and $0$ otherwise.