There are 3 kinds of people in my campaigns, and I'll give a few examples of each.
1. Mundane
-The farmers, blacksmiths, NPC classes from the DMG, general town folk, and cannon fodder (the hobgoblin right out of the MM, for example).
What do they get: Standard, out of the book stats, a few characteristics (like a scar, talk like a redneck, ect), average book-stats.
Percentage of my campaign worlds: 85%
2. The Blessed
-The PCs, most BBEGs, NPC party members (full NPCs, not hirlings), the accomplice to #3.
What do they get: Rolled stats and HP, a little better-than-average money for their level for gear, action points.
Percentage of my campaign worlds: 10%
3. Upper Echelon
-The guy the BBEG is working for, the level 20 Paladin of Torm that the PCs move aside for while in town, that one lone guy who's just standing there and smiling while the PCs are fighting the BBEG and his minions at the end of a campaign of chasing him.
What do they get: Customized stats and HP (sometimes maxed hp), near-unlimited resources, and maybe even a supernatural ability (or two, or more, ect) they gained through the service to their God (good or bad), action points. In depth character development and abilities of such.
Percentage of my campaign worlds: 5%
"Wow, how can I be an Upper Echelon character in one of your games?!" -- I'm glad you asked! All you have to do is give over your character sheet and make a new one! Maybe you'll see your old character all new and decked out.
Why do I have those Tier 3 guys? After getting high level and beating dragons and demons and the like, PCs start feeling really powerful. Tier 3 guys are there to politely (or not so much) remind them that they're still mortal and can still have their behinds kicked. I do like having a Tier 3 guy as a really BBEG at the end of a huge campaign. It makes it challenging and rewarding if the characters win. I also like to have a few hanging around for the side of good. Say one or two of the party members gets mouthy with the Baron because he can easily beat the Baron and his guards? Well, he's a Baron for a reason. His little brother Timmy went on an epic campaign and had an artifact molded into the stump that used to be his left arm. If you really make the Baron angry, he can call little Timmy in for an attitude adjustment. I'll work good any time
