There aren't many directions to go man.
Keep/get your bodyfat under 12% and bench press once or twice a week for a while. Vary the angle of your bench press each week. Hit flat, decline and incline.
It sounds like you're just starting to focus on bench here, so I'm going to jump out on a limb and say what I think is happening:
You're just starting to work your chest so the muscles are expanding as the muscles fill with glycogen, which is a good thing. However you have some bodyfat on your chest, so that is being pushed out wards by the muscle, giving the appearance of man boobies
I have some chest fat right now too, I didn't back in June/July though, when my bodyfat was down around 11%.
As far as lowering body fat, that's another whole thread. Search through the stickies for one you think will help.
cheers mate
p.s. the shape of your pecs are genetic, and I'm guessing you have someone in mind who has a chest that you want. In all likelihood yours is different, so the only thing you can do is make your chest as appealing as possible. Again, the only way to achieve that is through a solid program, fat loss/maintenance, and time.