...I think it's easier to load the brush from the container that holds the soap or cream and move to a separate bowl to build your lather. You use a bit less and have more room to work up your lather...
+1 I load the soap then move to a lather bowl to build up a moist glop, adding drops of water as needed. I finish by face lathering until I get the consistency & cushion that I like. I have a few reasons for not just face lathering though, mostly because I have very sensitive skin that doesn't tolerate it all that well. I've also made my own beautiful lather bowl and refuse to let it go unused.