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Gather the ingredients.
In a medium bowl, whisk together paprika, salt, garlic powder, onion powder, black pepper, dried parsley, cayenne pepper, cumin, coriander, hot chili powder, oregano, and if desired, the brown sugar until thoroughly mixed.
Pat the brisket dry on all sides using paper towels.
With a spoon, sprinkle the rub liberally onto the meat. Simultaneously press it in and rub it with your fingertips until it adheres to the entire surface.
Turn the meat and repeat on all sides. Let the brisket sit for up to 24 hours, refrigerated, or cook immediately according to your recipe.