Sighting in: My regular routine is to boresight the rifle as best I can, getting the crosshairs somewhere close to what I can see in the center of the bore.
My 25-yard target is just a horizontal Magic Marker line on letter-paper with two or three vertical lines through it, taped to a cardboard box. I do one shot at a time from my benchrest, adjusting until I'm dead centered.
Then I move to my 100-yard target. With most centerfire cartridges, I'm within an inch or so for the horizontal, and commonly around two to three inches high.
I sight in almost everything for no more than two inches high at 100 yards. For most non-magnum deer cartridges above 2,500 ft/sec, that's close to dead-on at 200 and around six inches low at 300. Since most deer are shot within 200 yards, no further thinking is required. Just "Point it and pull, Hell ain't half-full."
As far as bullet brands and deer, I don't think it matters at all. Whatever gives you the best groups in your rifle is the best brand of bullet. My father always used Hornady 150-grain Spire Points for somewhere north of 100 tagged bucks. I've mostly used Sierra 150-grain soft points, both flat-based and boat-tails. I gotta admit that I've killed more deer with my .243 than with my '06, but the '06 deer tended to be "larger and farther".
Depended on where I was hunting...