How to properly flavor indirectly cooked chicken?

I don't do chicken too often, but when I do I'm somewhat disappointed: Whether it's in the oven or in my reliable ninja smoker, just thighs or whole chicken, it comes out tasty, but not amazing, and that's because no matter how many spices I add, they all stick to the skin (which is very tasty) while the chicken is bland. Some friends have suggested cooking the chicken skinless, but my family says it'll surely dry out. When not frying or grilling, do you take the skin off? Is there another method for the flavor to seep through? Is it dry/wet brining for like a week instead of a day in advance?