Like this?And I'm a big proponent of player ownership of their army's fluff, which includes creating your own characters and stories.
The Battle of Hothgart's Farm
At first I thought the same way as some here, wanting the background team to tell me who runs my army and why they care and what they should be doing. Then I came to the realization that I can do that myself and guess what, it's rather enjoyable. The funny thing is, I read @Baranovichs comments and if I didn't know him well, I would say that he is a power gamer tournament guy. But that is the opposite of who he is. He's a narrative player that wants immersive content and doesn't really care about power gaming. I don't think he's ever been to a tournament. Yet, he wants balance because good balance leads to varied lists which leads to the power to create whatever theme you want.
I agree that characters can help to build a world for sure. But I don't expect to see them in competitive list-building. But in auxiliary materials could be possible. But I'm not in charge of that directly and that's just my personal opinion.