It would be easier if you already had the brand, but you also want to have the students invested. This is a great question and I will look forward to the suggestions.
In addition to information on usfirst.org there is a ppt on NEMO resources page on "Branding, PR, Sponsorships" under Team Organization. This was used at a workshop here in Maryland in the fall.
http://www.firstnemo.org/resources.htm