Śrīla Bhakti Sundar Govinda Dev-Goswāmī Mahārāj describes how the Lord manifests in the form of His Name, through the agency of Śrī Guru.
Kṛṣṇa-nām and Kṛṣṇa are the same. We cannot see that now, but when pure Hari-nām manifests Himself in our heart, we will see everything. When Hari-nām manifests in our heart, from there He will come to our tongue and dance in the form of the mahāmantra. Now we are trying to chant without offence, but when siddhi [perfection] comes, the Name Himself will dance in our heart, in our tongue, in our body, everywhere.
In Śrīla Bhakti Vinod Ṭhākur’s last song in Śaraṇāgati he wrote,
kṛṣṇa-nāma dhare kata bala
viṣaya-vāsanānale, mora chitta sadā jvale,
karṇa-randhra patha diyā, hṛdi mājhe praveśiyā,
variṣaya sudhā anupama
hṛdaya ha-ite bale, jihvāra agrete chale,
śabda-rūpe nāche anukṣaṇa
This is called Śabda-brahma. We have heard this glorification of Śabda-brahma in the Vedas, Vedānta, and the Upaniṣads—everywhere. Bṛhatvāt bṛṁhaṇatvāt: the real position of Brahma is the Supreme Personality of Godhead, and in the form of Hari-nām, through Gurudev, He comes down in this mundane world to distribute His mercy to the fallen souls.
You cannot collect honey directly from the flower. Bees collect honey, and we take that honey from the bee’s honeycomb. Bees collect honey, they are expert at that, and we get honey by their mercy. In this way, devotees of Kṛṣṇa and Gurudev, the best devotee of Kṛṣṇa, collects honey for us, and we receive it from them.