I've talked about this before, but I like to imagine unique characters with their own background, worldview, and personality that informs their motivations, playstyle, choices, and how they interact with the world.
My GreedFall character, for example, was a fundamentalist theist, a true believer, and did some horrific things in the name of her God that I, an atheist humanist, would never ever endorse. But that's the point, I never play as myself, so as far as I'm concerned it's out of my hands.