Realistically it's completely up to you, performance wise there will be no noticeable difference.
I would just go for whichever one suits your budget and has decent cooling. You'll also find cooling is not too different between them, you'll simply find MSI and Gigabyte have typically better cooling solutions.
In simple, IMO, go for the one you like the most aesthetically, and meets your budget. If it were me, I'd go for MSI, as I have admitted many a time, I am an MSI fanboy and I've never been disappointed.