I have tried to make my own, but for backyard cooking it is hard to beat commercial. I have made Ique rub, Myron Mixons rub, and Chris Lilly's. They were all good, but a lot of trouble and a lot of unusual ingreedients to find and buy. I would recommend:
Oak Ridge or Bad Byrons for pork
Plowboys Yardbird or Lynchburg/Jack Daniels for chicken
SM Cherry for ribs
Plowboys Bovine for brisket
In fact, I have had nothing bad from Plowboys, Simply Marvelous, or Oak Ridge.