Depends on the kind of music you are making.
Generally with respect to my lead sound (electro/big room) I will use a combination of techniques, including:
1) Play multiple octaves - take the same synth channel, play one in key of D#5 and the other channel D#4
2) Pan two identical synths of the same key with multiple layers (two D#5's)
3) Detune your osc's, and assign a random LFO to detuned osc (around 1%)
4) Pan your synths - Pan one synth in key of D#5 100% left, one D#5 100% right, and then play a D#4 and D#5 in the center
Often I will use lighter synths for the panned 100%, then maybe a heavier different synth lead around 35%, and one straight in the middle. It depends on how your song is sounding you know.
Be open to trying new things. So what if it doesn't work? All you do is go back to the original sound and try something else.. it's never stuck like that you know
For percussion and intros I like to use the panning technique as well. You will be surprised how much room (both headroom and actual musical depth) you can create by playing the same instruments panned anywhere from say 25%-100% left or right. Generally I do not pan toms, snares, hi hats, and other intro elements to a full 100% as it can leave the middle a little empty.
Do not pan your bass.
