The character of a person is the most amazing thing about being a good human being. If you have bad character, you will draw the wrong kind of people toward you and you will eventually be a person the people can't stand to be around.
Having good character shows the you are a good person. Good people tend to be more kind, helpful, and they seem to reap the rewards as well. They draw the kind of people toward them that most people want to associate with. The rewards of your character come back to you 10 fold.