For myself, I have a few different things that are important for guilds from different aspects.
1) Progression of the guild is important. As we all grow at different paces individually, we need guild runs that are able to be challenging for everyone. Additionally, the run should be encompassing enough that every class feels like it has a purpose. (Ex. there have been previous instances where the tanks are able to tank everything that there is no need for a cleric)
2) Together but separate. Going along with your question about the guild tools, we need a way to give out rewards equally to the higher functioning members of the guild.
3) Guild pride. There needs to be a way to show off guild pride, because the more pride, the more likely people are to join them. Flashy but not too flashy.
As far as the rest of it, I agree with all the questioned suggestions you've asked.