In a small bowl, combine your brown sugar, smoked paprika, kosher salt, black pepper, mustard powder, and cayenne. Stir with a fork until everything is evenly distributed. You'll notice the mixture will smell incredible—that's the paprika and mustard coming through.
Now here's my technique: sprinkle about two-thirds of the spice blend over your oiled chicken in the bowl. Using your hands or two forks, toss everything together for about 30 seconds. Then sprinkle the remaining spice blend on top and toss again. This two-stage approach ensures every single piece gets coated, and you don't end up with spice clumps in the bottom of your bowl.
The chicken should look like it's wearing a rustic, uneven crust. That's exactly what you want.