If you are using something like 3ds max, you can use the Face (or equlivent) tool to select the area you want to apply the new side to.
Open up your mesh and convert it to an Editable Mesh. choose the Face tool, holding down ctrl you can select multiple faces (your entire side). OPen up the material window (M is the shortcut in 3ds max) drag and drop your brick texture to the first blank window (usually an orb by default), then drag that texture over to the area you have highlighted.
From there you will see your Blinn basic parameters below the materials. I think it is the second or third section by default. Click the M in the little box next to diffuse and you can then adjust the texture. How it lays, the tiling size, the angle, etc.
Another trick is to remove those faces and create a new billbard. Attach it to the wall for the edge and add your texture that way. Then you can fuse the sides to create one model. It will keep the texture for that side.
I think you can do the same thing in a similar way in other 3d modeling programs, though I am not 100% sure.
Once you have the side of the model as you want it, export it as usual.
Coding wise, that I have no idea. I am sure someone here will know however. That is something I would be interested in knowing as well.