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Combine. Add the brown sugar, smoked paprika, kosher salt, garlic powder, onion powder, sweet paprika, chili powder, dried orange zest, black pepper, and cayenne (if using) to a small bowl.
Add the maple. If using maple extract, drizzle it in and whisk thoroughly so it distributes evenly and no clumps remain. If using maple sugar, simply add it with the dry ingredients.
Whisk well. Stir until the blend is fully combined and uniform in color, breaking up any brown sugar clumps with the back of a fork.
Store. Transfer to an airtight jar and store in a cool, dark cabinet for up to 6 months.