Decide on some basic rules and punishment if people break those rules. Make sure they're reasonable or people won't want to be in the guild!Think of the ranks and their names. Try to have the ranks make some relation with the name. If you're a chilled, relaxed guild then maybe make 1 or 2 rank names 'wow gold'. But don't over do the funniness, you want to look organized after all.
Obtain a guild charter from a guild master in any major city. You need 10 signatures to form your guild. Try going to starting zones, only recruit people level 10+ that way there is more of a chance they won't leave. DO NOT, under any circumstances, offer cash for someones signature, because that person is after money, not staying in the guild, and will most likely leave after the guild is formed.
After you get your 10 signatures, turn it in to the guild master.You don't have to have a type, but it helps bring like-minded people together.Start this step if you have plenty of level 80 players.If you get up to this step then you guild should be on the road to victory. Now is the time you might want to start thinking about end-game.