The minute you develop your catering concept and menus and name your business, you've created a new brand. Your brand will be competing in the marketplace with thousands of other brands in the food industry from the Red Lobster brand to Dean & DeLuca Catering to Exquisite Catering by Marie in your hometown. Therefore, it's important to think of yourself as a brand, a complete package. From your appearance to your voice to your professional skills, to your inimitable style as a caterer, this is your brand to develop and grow.