If it's Williams, I put some water on it before I start soaking the brush. Sometimes twice. Painting vs scrubbing.... I wouldn't call my lathering 'scrubbing'. I bowl lather, then just do whatever it takes to get a good coat on the beard or face (depending on how many days it's been)
On hard soaps, I load my brush for 30 seconds and then go to the face to build my lather. I start by scrubbing and swirling the brush. After my lather is sufficiently built, I paint against the grain. I also paint on the second pass.
I face lather. Scrub to start with. I have found that my synthetic brushes love to paint. No set pattern with me. Mote likely to paint on second pass as the clean up pass is witch hazel with me. Blooming is for flowers silly. Not shave soaps. They have meds to help with that..... Just saying.
So you're blooming crazy? Or just full of croap? For those of you who swirl the brush when applying lather, should it be done clockwise or counter-clockwise for best results? If I swirl the brush one way while creating the lather and the opposite way on my face, will it unwind the lather and result in a poor shave?