I'll try to answer this as best as I can...All of the factions have their niche, but some masters may behave differently than what one would expect out of the faction.
An example of this could be Marcus of the Arcanists, which a mainly spell-slinging faction...yet he is more melee oriented. Ramos and Rasputina are the other two masters and they both excel at standing back and letting loose brutal spell damage.
The Guild is based on heavy physical damage, where Lady J and Perdita excel at melee and ranged, respectively. Sonnia Criid is the third master who is nasty at throwing out fire spell blast templates and counter-magic, making her a touch different than the other two.
The Resurrectionists do a lot of...resurrecting...while many undead have low defense they boast high wounds and resiliency, and potential swarm tactics due to summons. Nicodem is an excellent summoner and buffs all of his undead to ridiculousness and plays the spell slinger part. McMourning is a melee monster, and Seamus pretty much has a handheld cannon. Both of the aforementioned masters summon specific models only, while Nico can summon most any undead.
Neverborn represent trickery and manipulation. Zoraida can move ridiculously fast and works via controlling card draws and enemy models. Lilith is absolutely ridiculous at melee and can ignore terrain completely while hacking people in half. Pandora forces willpower checks and morale duels while pinging people to death slowly, extremely annoying and brutal to face (speaking from personal experience).
The outcasts are a ragtag bunch, high point cost models for the most part and usually very specialized. Tough to play but very powerful in their own right. Leveticus can destroy almost anything in one turn, including himself! The Viktorias can swap themselves around the board and have great damage output (plus you get two masters, in essence!).
Hope I answered some of your questions, sometimes I have a lot of time to blow at work hahaha