Due to lore and balancing reasons, it was decided not to introduce factions. As I am fine with the decision, I still like to be different then my opponent. So I want to make a suggestion: create different visuals for the units which we will can select before starting a match. Maybe even "backer" visuals for the units edit: This could also be an option for Uberent to earn extra money, selling extra unit visuals as DLC.
It takes a lot of work to build additional visuals for units. Since multiple factions were scrapped to save time and money, I'm pretty sure they're not going to spend a lot of money to make different kinds of visuals. Of course, they'll be modded into the game in no time, and might be available later (but then, I guess if they're going to build entirely new visuals, they'll add another faction for it as well.) But that'll be after launch, if the game is a success.