You need to look for a motherboard that has the features you want, can support the hardware you'll get, and has the highest quality components you can afford
This is just my opinion, but the four brands of motherboards that I look at are Asus, ASRock, gigabyte, and MSI
I have multiple hard drives, so I look for a motherboard that has a higher than average number of SATA plugs
I also only plan to use one video card, so I don't need a motherboard that has more than one pcie slot
Lastly, I look for a motherboard that has the largest heat sinks on the VR M's, as well as the highest number of chokes for longevity and durability. I tend to heavily-favor gigabyte or AsRock for this particular feature. again that's just my own personal experience