Cards and levels
Every card has a level. Each level adds a little health, a little damage, a little more healing, and effects that last a little longer. The step is the same for every rarity, and the rarer cards start higher and have fewer levels to climb, so a Common at the top stands exactly as strong as a Legendary at the top.
That is the whole idea behind the rarities. Common, Rare, Epic and Legendary say how hard a card is to find, not how strong it ends. A Legendary does something bigger from the first level, and costs more Runic Power for it. A Common at a high level is a real card, not a placeholder.
A card goes up when you have enough copies of it and enough Silver. Spare copies of a card that has reached its ceiling turn into Silver, so nothing you win is wasted.