The idea is, for "not so bad" $f$, to compute an asymptotic expansion of $\ln\left(1+\frac{f(n)}{n}\right)$, until we get $o(1)$. Let's consider the following example ...
We would like to obtain a simple equivalent sequence for :
$$u_n=\left(1+\frac{1}{\sqrt{n}}\right)^n$$
which correspond to your question in the special case $f(n)=\sqrt n$.
We have :
$$\ln\left(1+\frac{1}{\sqrt n}\right)=\frac{1}{\sqrt n}-\frac{1}{2n}+o\left(\frac{1}{n}\right)$$
Thus :
$$n\ln\left(1+\frac{1}{\sqrt n}\right)=\sqrt n-\frac{1}{2}+o(1)$$
and hence :
$$\boxed{\left(1+\frac{1}{\sqrt n}\right)^n\sim\exp\left(\sqrt n-\frac{1}{2}\right)}$$
By the way, we see that the equivalence $\left(1+\frac{1}{\sqrt n}\right)^n\sim e^\sqrt n$ is false ...
EDIT :
For your final question, i will rather consider (for convenience) :
$$\left(1+\frac{\ln(r)}{r}\right)^r$$
We have, as $r\to+\infty$ :
$$r\ln\left(1+\frac{\ln(r)}{r}\right)=r\left(\frac{\ln(r)}{r}-\frac{\ln^2(r)}{2r^2}+o\left(\frac{\ln^2(r)}{r^2}\right)\right)$$
and, a fortiori :
$$r\ln\left(1+\frac{\ln(r)}{r}\right)=\ln(r)+o(1)$$
Hence :
$$\left(1+\frac{\ln(r)}{r}\right)^r\sim r$$
In this case, the formula is correct !