The purpose is not to make chicken taste like marinade. It is to season the meat, support moisture retention and create a surface that works with the chosen coating.
Read the package first
Chicken labeled as enhanced, injected or containing a solution may already carry significant salt. A full-strength brine on top can produce an aggressively salty result. When in doubt, use a lighter dry seasoning and test a small batch.
Dry seasoning
Dry seasoning is efficient and easy to control. Apply evenly, refrigerate and allow time for the surface moisture to dissolve the salt. Before coating, blot obvious wet spots rather than washing the chicken.
Wet brine
A wet brine can distribute salt but adds handling and refrigerator-space demands. Keep the chicken cold, use a food-safe container and discard the brine after raw poultry contact. Strong aromatics in a brine do not always penetrate as deeply as salt.
Cultured dairy
Buttermilk or a similar cultured mixture can add tang and help flour adhere. It is not a guarantee of tenderness, and a very thick layer can make the coating gummy. Let excess drip before dredging.
Marinade myths
Acid does not travel quickly through thick chicken. Very long exposure to strong acid can change the exterior texture without seasoning the centre. Build flavor in the meat, coating and finishing seasoning rather than asking one marinade to do every job.