Many new war gamers start their first army utilizing the rule of cool: where they saw a model that was cool and it inspired them to want to get their own.
In this case it’s best to get the model(s) you liked, some paints and glues and start there.
If your motivation really is the gaming part then selecting a core unit choice for you army is a fantastic starting point and then add units as you go.
Veteran war gamers starting a new army usually work backwards with a theme or play mechanic and design a force around that concept.
Veteran gamers also often buy multiple units at once and build and paint in an assembly-line like style. but that variations and approach are endless.
There are also some gamers who start with rules and look for what forces are “most powerful” though in the current meta this can change as new supplements and battle tomes come out. This method also generally requires access to all of the rules and supplements which can be an expensive proposition.
Generally, picking an army depends on your own motivations. Looks, play-style, easy of assembly and painting, popularity, Number of models needed, opponents forces, are all factors that can dictate what you build and each player can weight the various factors higher or lower based on their preferences.
i believe rule of cool is the best approach, getting something you like will keep you interested and expanding as you got is a great way to stay motivated.
Browse the games-workshop website for models that you like the look. Read some of the fluff from the Age of Sigmar website or pick up a copy of white dwarf magazine… these are all relative low cost ways to explore.
When you narrowed down you favorites head to you local hobby store to take a peek at the book for your selected force and see if that still sound cool and or play-style matches how you like to play.
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