A devotee should think that the Lord is very kind, more merciful than one can imagine and because of that mercy He is manifested in His name. One should meditate on verses like kali-kale nama-rupe krsna-avatara nama haite haya sarva jagat nistara, "The Lord incarnates in this age of Kali in the form of His name and anyone who associates with this name is associating with Krsna directly and certainly becomes delivered."
Interview for Dhanurdhara's Swami book, "Japa Meditations, Contemplations on Entering the Holy Name"