Know-How Exchange : Branding

A new company looking to release its first consumer electronic device has selected General Aviation and Skydiving for it's target market. While remaining professional for the Pilots, it also wants to convey an edgy feel for the extreme sports and risk taker side of skydiving.

Question: What are some good resources to use to develop a new brand and message?
1) Can anyone provide a good checklist, book, or online reference?
2) Any case studies for small startups ie. planning for $2 mill in future product sales?
3) Any links to suggested consulting companies in the GA or Skydiving world?
4) Is it true that an Ad Agency should only come into play once the Brand and Messaging has been put in place? How far should one go before hiring an ad agency?