I always build and play to the character. The idea of a good RPG is about the story and how you interact with it, the mechanics are there to give a framework. To me doing a "BUILD" is like making a house and putting all your time and attention into the framework of the house and not caring about the furnishing or appearance. Build characters and min/max game play to me feel like it lacks depth.
HOWEVER a big part of that is dependent on the game. Does the game allow you to deep dive characters. So for example if I play a Cleric or Paladin and want to fullest experience, does the game give me any reason to worry about if I play to my God and the oaths I have taken. If I play strong to my God and tithe to the church, is this noticed? Do I get for example free heals or resurrections from my church as I am doing my Gods work? At the same time if I kill randomly and do not uphold the tenants of the faith is there a consequence such as losing some spell power of even some of the extra features of my class until I mend my ways?
If the game is designed to ONLY reward min/maxing then there is no reason to really focus on the character. If the game will reward or penalize behavior, maybe a GOOD and well made reputation system then the game is a ton more fun focusing on the character and not the mechanics. At least this is my opinion.
This is down fall of MOST computer RPGs, they lose a lot of the role play element because of game mechanics. In the past this was often due to limitations in programing, AI and even just the horsepower of the system to handle so much. However with todays PCs even budget machines can handle the load and the programming options are more wide open.
I do think an interesting and effective build can add context to a good story (I sort of allude to that in my earlier post on this thread) but narrative is first, yeah.
