The Lord and His holy name are non-different. As the Lord has eternal pastimes in the spiritual world, therefore, His holy name also has eternal pastimes in the spiritual world. We will begin to understand this as we learn to see the Lord in His name. When we have pure love for the Lord and that love enters our chanting, we will experience the Lord’s presence. The Hare Krishna mantra is not simply a sound vibration. The Lord has willingly agreed to invest His holy name with all His potencies. To the degree that we have faith in this, we will gain experience of it.
(LFD, Vol2, Glories of the Holy Name, Pg 66, 3rd paragraph)"