Ultimately you should take what you want it's your army, your money, and your time ... that being said losing isn't always fun. It's seems we are similar in that we like to play with the models we paint and convert simply because we like them not necessarily because they are the best choice. Try to find a happy medium between the two.
As for some of the things you talked about above and your list.
Bjorn is awesome but pricey in smaller lists.
Lonwolves are kind of a waste.
Fenrisian wolves can be good in large packs especially when supported by Canis wolfborn and Harald deathwolf. Harald is a lot of points but he is amazing. I converted mine from a normal thunderwolf kit.
Swiftclaws are just spacewolf bikers with basic weapons. Wolfguard bikers can take a large variety of weapons. Convert either out of a space marine biker box with bits from spacewolf infantry sprue that came in your start collecting box.
This edition I tend to play mostly elite lists. I love wulfen and Wolfguard bikers. I'm not impressed with our troops right now. Although I'd like to get bloodclaws on the hunt to make a charge just once within 12" of my wulfen.
Here is an example of the kind of list I think is fun. I play a lot of 1k tournaments.
++ Vanguard Detachment +1CP (Imperium - Space Wolves) [89 PL, 1000pts] ++
+ HQ +
Wolf Priest [6 PL, 97pts]: 3. Tenacious Survivor, Bolt pistol, Jump Packs, Warlord
+ Elites +
Wolf Guard [20 PL, 173pts]: Jump Packs
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard: Chainsword, Storm bolter
. Wolf Guard Pack Leader: Power axe, Storm bolter
Wolf Guard on Bikes [28 PL, 319pts]
.
Wolf Guard on Bike: Storm bolter, Storm shield
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Storm bolter, Storm shield
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Chainsword, Storm bolter
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Chainsword, Storm bolter
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Chainsword, Storm bolter
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Chainsword, Storm bolter
. . Bike: Twin boltgun
.
Wolf Guard on Bike: Chainsword, Storm bolter
. . Bike: Twin boltgun
.
Wolf Guard on Bike Pack Leader: Chainsword, Storm bolter, Storm shield
. . Bike: Twin boltgun
Wulfen [26 PL, 261pts]
. Frost claws
. 3x Thunder hammer & Stormshield: 3x Storm Shield, 3x Thunder Hammer
. 5x Wulfen
. Wulfen claws
. Wulfen Pack Leader: Frost claws
+ Heavy Support +
Predator [9 PL, 150pts]: Predator autocannon
. Two Heavy Bolters: 2x Heavy bolter
++ Total: [89 PL, 1000pts] ++
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