If you have the patience or foresight, you can impart extra flavour into meat or fish in advance of cooking by leaving it for a while in a marinade: typically a mix of oil, acid (vinegar, yoghurt or lemon) and other flavourings, such as wine, spices or herbs. This technique can also help tenderise the meat. Note that you marinate chicken but put the chicken in a marinade (the former is the verb; the latter the noun).
Recipes that require a marinade
Black cod with white miso and pickled ginger
Fresh rosemary and fennel jerked pork