You can get a lot of flavor in the chicken by brining or other forms of marinating. You need enough salt and acid (and sometimes sugar) to make it happen though. You still haven't said what your seasoning concentrations are. You can't use the same amount of seasonings in a 2 hour brine as you'd use on the skin for broiling and expect anything much to happen.
Marinades and brines asides, season the chicken at the surface, and season every dip. That's "layering." The most important layers are the skin and the crust. Salt and hot pepper are a little tricky, because you don't want to go overboard. Other strong spices (garlic for instance) are easier to control, using your senses of sight and smell.
I shouldn't be giving too many recipes away anymore, but see what you think about this:
MARGARITA FRIED CHICKEN
2 chickens cut in serving pieces
2 quarts commercial limeade, divided
1/2 cup table salt
1/2 to 1 cup inexpensive tequila
2 onions quartered
1/2 cup salt
3 tbs paprika (preferably smoked)
3 tbs coarse, freshly ground black pepper
2 tbs brown sugar
1 tbs onion powder
2 tsp garlic powder
1 tsp rubbed sage
1 tsp dried thyme
1 tsp finely chopped fresh rosemary (1/2 tsp dried)
Chipotle Hot Sauce
1-1/2 cup buttermilk, divided
2 tsp hot sauce, divided
Enough rub for visiblity
3 cups flour
Enough rub for visibility
Make the brine by peeling and quartering the onions and breaking them into pieces. Add them to half the limeade with the salt. Bring to the boil, allow to simmer for a few minutes, then stir to make sure the salt has completely dissolved. Remove from the heat and allow to cool for half an hour. Add the remaining ingredients, and the chicken (cut into pieces). Brine, covered in the refrigerator, for at least 3 hours and as long as overnight.
Remove from the brine, and dry thoroughly. You may rinse or not, it won't make much difference.
Put the dry chicken in a large bowl, and season with a tsp or so of hot sauce (optional) and generously sprinkling it with rub. (How much rub? Be aware that the rub is almost half salt, the chicken is already half salted from the brine, this layer will carry about 3/4 of the seasoning -- and limit yourself accordingly.) Toss the chicken with the seasonings.
Set half the chicken aside, cover (or bag) and store in the refrigerator).
Add enough buttermilk, about 3/4 cup to the bowl with the remaining chicken, to thoroughly moisten. Toss the chicken to coat it. Add enough hot sauce so the buttermilk will be barely tinged and toss again. Add enough rub so that it's just visible (about 1 tbs) and toss again.
Put half the flour, along with 2 tbs of rub in a bag, shake to mix. Shake the chicken, two or three pieces at a time in the flour until well coated, then allow to sit on a rack so the excess flour falls off while the rest adheres and sets. Allow to sit 15 minutes before frying.
While the first batch of chicken is frying, milk and flour the rest in the same way.
(I'm not going to give frying directions since you seem to have that down. One suggestion though is that you replace at least half your frying oil with lard. Lard has a much cleaner and less assertive taste than oil or vegetable shortening, adding much less to the product, and allowing the chicken to make its presence better known.)
See what you think,
PS. This recipe is original with me. If you want to share or post it elsewhere. please attribute it to me, Boar D. Laze. It would be a kindness if you would also mention my (eventually) forthcoming book, COOK FOOD GOOD: American Cooking and Technique for Beginners and Intermediates.