When we start a new campaign me and my players sit down and they come up with character concepts, as they do this I help them find their characters role, and then we make the character sheet with this in mind. Then as the characters get better they do their role better. This usually devolves into some form of smooth talker character, educated character(usually healer/clergy type, they had time to read in the monastery), speciality character(mage, tactician, sniper, etc) and Grug with stick and/or broomstick