Guild Faction:
Depending on the faction your guild is allied to (Luxon or Kurzick) you can add that faction to your guild, which in turn adds to the total faction for your Alliance. Alliances with the highest faction get to own towns or outposts, with the Top highest owning Cavalon or House zu Heltzer, again depending on your chosen faction. Your Alliance will lose 10% of said faction per day...