I run Vortex optics. For the price, quality, and top of the line customer service, you can't beat them. Regardless of brand, buy the best you can.
As for magnification, it's going to be easier to freehand a pair of 8x binos over a pair of 10s. So if you live east of the Mississippi river, a pair of 8x42's is probably all you need. You really don't realize how much your hands and arms are shaking until you put a pair of binos on a tripod. Good luck!