I shower in the morning and then spray myself twice from arms length afterwards. Being that I wear Jean Paul Gaultier's
Fleur Du Male and not
Brut, the scent is subtle - unobtrusive but noticeable up close - by the time I leave the house.
Basically, you always spray your chest area, but the amount of times you do so varies on how strong the cologne is. When I wear
Le Male (which unfortunately but hilariously has one of the most overtly homosexual ad campaigns in history going on right now), I spray only once. Just be smart about it.
Another top cologne these days which I've purchased:
Dolce & Gabbana's Light Blue. Again, subtle but noticeable up close.