First, you don't need a bunch of expensive tools that take dozens of gun builds to justify. Read the stickies on assembly, so far the best tool I have bought is the "universal" armorer's wrench which actually isn't issue at all.
By parts for their specifications - not brand - because then you know what they are made of, why, and if they are at least milspec or why it might be better - and cheaper. I've gotten "msilspec" trigger kits from a known Brand and it needed a lot of finesse to get a decent trigger pull, and I've bought them for half the price in stainless and got twice as good a trigger.
Specs and features before Brand, bar none. It goes along with what the gun will be built to do, a 600m precision rifle build doesn't use the same parts, much less the same Brands, as a CQB AR pistol. And yet, they are both "AR's" on this forum.
Avoid race gun parts unless you are at the level you can see the difference in the scores you post at a National level event. It's your first AR, stick to the normal stuff, paying three times more and not being able to shoot it three times better is a real ego killer. Some like to build tricked out guns, and some can shoot tricked out guns, but very few do both.
How to tune the action is more important than picking cool parts and thinking they will go together. It means you know exactly why carbine gas doesn't work so well with a 16" barrel, or why it doesn't work so well with a 10.5" barrel but it's a better choice than pistol gas. Study gas port location and size - it's usually 5-7 inches behind the muzzle, not measured from the chamber, and how much gas is important in getting the cycle right - with that specific ammo. The M16/M4 is a good combat weapon because the ammo design is tightly controlled to produce the right amount of gas. Switching things up to some other ammo cause the most problems, cheap white box fodder or heavy bullets isn't what the AR15 does well. When someone suggests it should handle anything they put in the magazine, you just heard them out themselves and their lack of understanding.
Last but certainly not least, uppers and especially lowers in this market are a commodity from $39 up. Pick the roll mark you can afford that looks nice and accept that paying $100 more will not do a thing toward making it a better gun. The other parts and how they interact will determine that.