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Something you can do is a simple herb butter rub. Take 1/4 cup of non salted soft butter and mix in some fresh chopped basil or parsley or another sweet aromatic herb of your choice and rub it into the meat and the skin.
I like a compound butter under the skin.Basicaly herbs mixed in with butter....You could add a rub to this.The rub on the skin will not penetrate into meat much at all from my experiences,but under the skin you get some flavor on the breast meat.....
You don't have to. What's in your brine would be my first question. After that, I agree with Racey and ALX, I like to soften some unsalted butter and mix in some of my rub with it. Rub that all over the bird and up under the skin where ever you can.
You don't have to do anything that you don't want to do. I use a rub but it doesn't do alot but I wanted to rub the bird. And I use a good brine to start with.
I've found out that most of the rub recipes that I have were salty. When I now mix my rubs, I cut the salt in half. I just mixed my cajun rub for the T-Day turkey and I can't stop sneezing.
Be careful with butter on the outside of the skin. Under is ok. Outside will burn easier with butter. According to Alton Brown and I have done this myself. Under the skin is A-Ok