It is a little different when applying the Beard Balm, compared to the Beard Oils. Even though the Beard Balm, has great oils for your skin and awesome essential oils in essence it is used more for sculpting.
Generally speaking I like to start it from the sides and bring it together as I work my hands down the beard.
I like to get in between the hairs and work it through then sculpt behind it.
From there, I like to put a bit in my mo and work it down.

Honestly, it all depends on the look you are after. At the moment, I am working on a new look so I am sculpting my beard to go in that direction.