Chrom starts off good (eating bears is hilarious) but then he's put on the side line more and more as My Unit and Lucina gain larger focus and roles (and as you start to realize that FE13's story isn't all that great). Most of Chrom's spoken lines after the first few chapters become more of the generic RPG hero. Never really had any character development either, though he's by far from being the worst storywise lord IMO.
In hindsight I can't really pick out a definite personality for Ike. There's definitely character development, an interesting backstory, challenges to overcome, good dialogue. Marth is pretty easy though, he's all about "fighting for his friends" (no seriously, Brawl got Ike and Marth mixed up, Ike's the serious one not Marth). Most of his lines in FE11/12 are all about him talking about not wanting to lose his comrades.
Can't remember any other FE lord personalities besides Alm and Celica, the former who "wishes to crush his enemies" and the latter who "wishes to talk things out." I think Hector had a sort of "Bro" personality though.