Colorful and INNO3D actually have been in the industry for a long while, per my memory, about 3 decades. One thing to keep in mind is that sometimes brands tend to offer lower prices compared to their competitors in order to break into the market(whereby their competition have established a foothold in said market).
What cards do you have access to? To be blunt, pretty much all cards are the same as Nvidia have gimped what AIB's can do in terms of factory overcloking.
I went straight to the point about Nvidia since Inno3D have been with Nvidia for a long while, much like EVGA were devoted towards to Nvidia.