You can still achieve a delicious roast chicken even without brining, but do give it a try sometime. You'll love the results. If you decide to forego the brining step, just remove the chicken from the package, rinse it with cool water, and then pat it dry with paper towels. Rinsing removes residue and some surface bacteria, and drying off the chicken ensures that the skin will brown. A chicken roasted with nothing but salt, pepper, and butter is very tasty indeed, but it's also easy to build on top of these simple flavors.
Herbs are always a good idea.
You can chop them up and tuck them under the chicken's skin along with a few pats of butter, or you can simply stuff handfuls of them into the chicken cavity. Wedges of aromatic fruits such as lemons or oranges, and aromatic vegetables such as onions and garlic are great to stuff in with the herbs as well. Filling the cavity with good-smelling things will perfume the bird as it roasts, infusing the meat with incomparable flavor. Another approach you can use is to make a blend of dried or fresh ground spices and rub them under the chicken's skin and inside the cavity. For a Southwestern flavor, try chile powder or pureed fresh chiles, cumin, and sage.