To go into it from both a GM and RP perspective starting with numero uno;
#1
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Consistency. Not in the way Kuwei explains it however. My form of consistency is to be around and always offer casual RP or social RP towards guild members to keep the community engaged.
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Management of power levels;
Where as you always want to be the hero or have your character feel powerful (if you choose either) then you should follow that power level to the enemy you plan to fight. For example, if you’re a powerful death knight you probably won’t feel powerful killing a common bandit or quilboar. The same applies for if you’re a common footsoldier you’re not exactly going to be able to compete against a dragon.
So you must always follow and keep a maintenance on power levels the people in your group and scale upwards this leads into another point;
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Progression.
I think it’s safe to assume most people when they join a group or guild want to do some good RP and they want to build out and expand their character’s story, power and general purpose within that group.
From Recruit to Captain you want to offer progression in a guild and within a community.
If a guild has no storyline or progression then you’re probably going to grow stagnant or bored of your character(s).
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Flexibility;
Flexibility is important to a guild because not everyone is in sync with your timezone, your lifestyle and your hours of work / job (Some may still be in school, college or the matter of fact unfortunately, unempolyed.)
Offering flexibility with your events, storylines and progressive community needs is something that someone should always have especially in a guild.
You cannot try and force people to meet your deadlines and timelines for events or just RP because, it’s unrealistic and you have no right to that.
So a good guild offers flexibility towards it’s members schedules and IRL.
For example, I’m a father and have another child on the way in a few weeks and with a 1 year old and new born? I can’t exactly be flexible enough to get around to doing things with the group because our timelines and schedules are so out of synch.
I also work late nights as well so, that harms a lot of my chances to RP and do RP with groups including my own or groups I would join.
This can also go for another group of people they are able to be around when you aren’t so you need to be flexible to match that up together and work it out.
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Goals and objectives.
As stated above really you want to always have a goal and objective within your guild and community. That can range from reaching some milestones like forming from party to a whole division. Chasing up storylines that are both personal and community expansive. (A good example could be the PCU’s cosmic crown of terror arcs where they have community led objectives but also, their own guild’s goals and personal stories).
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Diversity
A guild needs to be diverse you don’t want the same generic people following the same generic actions and interactions. It stagnates and delays a lot of things.
#2
Personally I think that a GM or their officer team needs to be active and around. They should ideally show some commitment to the group / guild with events and overarching storylines because, what else is a guild if it’s not doing any of that? It’s just a name without a brand which makes them just numbers for a GM to boast about whilst it’s members are mindlessly standing around waiting for something to happen.
“Look at all these people following me”
“What do you do?”
“Errr”
- This will probably kill a lot of groups. So as a leader / officer you have some responsibility to provide something to the table such as events and casual RP that organizes and unifies the group together. That is not to say you should spoon feed daily to your group because that is basically just an unpaid job to yourself and you will find yourself burning out very quickly.
Try to find balance and offer something like weekend campaigns / events for the guild and through the week maybe one or two social nights. (Or in reverse if it fits you and the guild’s schedule)
The guild members joined the guild so they expect some offerings to RP and Content (Events) but also, need to offer some agency for themselves to find RP when you’re not around.
#3
Hardly important. Most people join an RP guild for RP not for content. Where as it’s fun to build bonds and friendships by doing OOC content like M+ / Raid / PVP it isn’t something that should be thought on or focused on. But, each group has their own ways of working.
#4
Be there for your guild, don’t be a dick and be patient.
Guilds take a lot of time to form and shape, if you’re planning on leading a guild you need to be patient and focus on the right people for you and your group. Your objectives, your goals and the likes.
If you’re a new GM try to get feedback on your members on what they would like to do.
It’s all fine making a guild through registering it with some signatures. But a guild is not made by it’s leader, it’s by the people in it and the community you surround yourself with.
A good comparison is; A leader is nothing without their people just as the people are nothing without a leader. - This is what should apply to a guild.
As well as just general friendliness and the willing to try new things and objectives.
Being a guild leader is a lot of work but when it works out it is one of the most satisfying and high pay offs you could ever do. Finding a community, finding a group of friends, it’s what Roleplay is all about. If you RP alone you’re not RP’ing you’re just AFK or trudging along.
Another point I will add on is that it’s okay to make mistakes most of us have made some mistakes in their guilds, communities and their choices. Don’t be afraid to make mistakes, you will learn and grow from them. The guild you go on to make will be a long and hard path but it is a great one when you dedicate enough to it.
We’re only human at the end of the day so don’t be afraid if it’s too much to handle sometimes or you feel pressured. Take a step back and explain your situation.
To any and all guild leaders out there, you’ve got this. 
I may add more at a later date but I think these are some solid points for both leading and what I look out for in guilds.
(Edit to fix typos)