Ra sub has the highest possible damage potential, but you need to be a in a situation where you don't take much damage or have support and get to stand still and hit a weak point. Ph would be a much better choice if you want to use Genon Ain.
As for builds, you can just max all of the bottom of the skill tree for Ph and all the bow abilities for Br easily, but it sounds like they are going to clean up the tree in the "near" future, so you can max for bow and katana at the same time. You can sort of do it now, just without maxing one of the charge bonuses for one of the stances, but that's not a big deal for the bow part anyway since you typically spam uncharged abilities after banish arrow.
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