He doesn't want to take over the world, he wants to turn the world into chaotic land of endless war. His schemes are always some variation on that, sometimes bombarding the world with hate rays to provoke world war III, sometimes interfering with rice crops so that starvation will provoke world war III, sometimes using a mystic plot-device to directly turn the world into a jungle, sometimes killing all the weak-gened so everyone will see how much better the world would be operating on barbaric jungle princibles. Like every single villain out there, including villains you claim to approve of, there is variation on the theme, but the basic theme has been consistent for 50 years.
His personality has been as consistent as any other villain of his age. He's a hypermasculine barbarian type. Every single villain shows variation from writer to writer, including Magneto and Doom.