You could be personal with the holy name because holy name is Lord himself, you could reveal your heart to be holy name and holy name is very kind, could listen to your sincere prayers.
In Kaliyug, Krishna has come in the form of the holy name. Thus, we can be personal with the holy name because holy name is Lord Himself. We can reveal our heart to the holy name and holy name is very kind, it reverts to our sincere prayers.
