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While I've played a bit with my own(no salt or sugar), I still prefer Zatarains Creole Seasoning. It's got just the right amount of "bite" for my taste buds. Give it a try.
When I started playing with rubs, I gathered the flavors I liked best-i.e., garlic,onion,NM chile,oregano,cumin,etc. and mixed them in different mixes to find the one I liked. Then I tweeked it to what I use now. You can go with a sweet rub, savory,dry(nothing on the meat except the rub) ,wet(with most anything) or just use your imagination.
However some go to a supermarket and get a pre-made commercial rub like Emeril's or from one of the site on the net. Plenty of sources out there. I just happen to like mine. That's just me though
Play a bit, you may come up with a really great rub. Here's an idea...
ground Juniper Berries
It'll give you a real campout taste, and it's rather good too
I generally don't share my recipes, but I don't mind in this case.
This is my rub that I use for everything:
Big Bald BBQ Rub:
1 cup white sugar ½ cup paprika 2 Tbls black pepper 2 Tbls lemon pepper 2 Tbls salt 2 Tbls chili powder 2 Tbls garlic powder 2 Tbls onion powder 2 Tbls cayenne pepper
Mix it up and enjoy. I put it on everything I smoke. I was trying to come up with a specific rub for brisket, but why mess with what works. One note sometimes the paprika clumps a bit, just be sure to mix it really will.