"Brand" alone doesn't really matter. Customer service will vary but, beyond that, it's more the actual model I'd look to that just "brand".
EVGA et al, all offer 1080s that will vary in their cooling, expected overclocking headroom etc - but those tend to command a premium.
Ultimately though, the GPU at their core is the same. A 1080 = a 1080. Provided cooling is solid, you can't really go wrong with one over the other.