A few years ago I created a guild that continues to live on to this day. During the course of my leadership I tried to do my best to keep a united and fun guild. Unfortunately not everything was smooth in running the guild. We had spies, betrayals and other drama. Needless to say it even spilled into the forums and involved other guilds.

Here are some tips that I learned based on what I noticed was very effective. In addition some tips I've learned from marketing books and real life interactions.

Set A Goal

What is the purpose of your guild? Are you out to create havoc in the land or perhaps save make a league of heroic individuals. Your ability to communicate what your goal is an how your guild member communicate this to others will help establish your identity.

Additionally, this will help you recognize the profile of the guild member you want. If you want a very aggresive player killing guild you wouldn't want a dozen of loving teddy bears would you?

Create Rituals

Rituals are a great way to help your members feel like part of the clan. It might be an initiation ritual or a inside joke that you make every time a new guild member comes online. Whatever it is make sure it either:

Makes the player feel special.

Provides a fun collaborative environment.

Reinforces the guilds identity.

Restates the guild goals.

Or inspires your members to be loyal.

Have a Genuine Interest in other Players

If you never talk to someone beyond small talk it's not surprising that they might leave you for another guild, or worse yet sell your battle strategy to an opposing guild. Make sure you know something distinctive about your guild members. Like where are they from, what other games they like, what other type of character do they like to play etc.

Don't Criticize, Whine, or complain

It is easy to talk dirt about other players while they are not online or when  you are chatting with you best gaming buddy. But truth is, it makes you look bad, and your friends are going to suspect that every time they do something you don't like you go and complain to others.

Don't give me that look, I mean no complaining not even about the GM's or adversaries. This will significantly improve your strategies and your overall reputation it will force you to be diplomatic and make you look positive and too important to do gossip.

Talk in Terms of What the Other Person Wants

We live in a "Me me me me and then me" society. And as individuals we are very self-centered. A great tool to make agreements and make someone an ally is to talk in terms of what they want.

Example:

"I want you to join my guild so we can be a big guild"

better approach:

"I understand you want to join a guild to meet other players, we have a wide variety of classes and specialists in your type of fighter and they will be glad to help you"

Make Forums

If you choose a game with limited content then a forum is a good choice. It would provide your guild with other things to do such as:

Displaying Logos/Making own Logos

Making Tutorials for other guild members.

Participating in forum games.

Guild trading.

Senior Guild Council Discussion.

Work on Yourself

You can’t change other people. So analyze how do you approach people in real life. Be true to yourself and figure out where are your social skills lagging, or ask a friend you trust what annoying things you do and work on them. Not everyone is going to like you, but you can make a significant impact using the above advice.