Sorry I don't know the difference between specific branded 970's, but you won't be disappointed with any, whether its reference or aftermarket. Nvidia has a good reference cooler and the 970 has low heat output so it will be even quieter.
Advantages of reference are that finding a waterblock (if you are into watercooling) is easier to find, and because its a blower design it pushes heat out of the back of the computer so if you don't have great airflow it's ok.
Advantages of custom cards are some have a different pcb (the actual board) so it can have better power delivery/overclocking, and they have coolers that are often quieter than the reference ones.
Again, I'm not sure about the specific cooler designs, I usually go with the best combination of cheapest and nicest looking one.