An object (vācya) is different than the word that expresses that object (vācaka). For example, if one says water, it will neither quench your thirst nor clean anything.
Chanting the names of God is different from chanting the names of ordinary objects because in chanting the names of God there is no difference between the object (vācya) God and the word or name that expresses it (vācya). By saying the names of God, you therefore get all the benefit of being with Him.
The question arises—if God is non-different from His name and the most powerful and influential object, then why when we chant His names do we not feel His presence fully?
The answer is simple. Although the influence of an object may be so intense that there is practically nothing that can cover the object itself, it doesn’t mean that one can’t cover oneself from the object. For example, although the Sun is almost all-powerful, one can cover oneself from its influence with a small umbrella.
Similarly, although God, and thus God’s names, are incalculably influential, our false ago, our sense of self-centeredness, can cover our soul from the powerful rays of love coming from God (and His names).
And that is why we do not fully feel God when chanting his names.
My initially inquiry is now fully answered. I think, however, one more thing needs to be added to make this post complete.
Śrī Caitanya best expressed this principle, but from a slightly more positive perspective. He describes in perhaps his most important verse how the influence of the false ego can be overcome. If one enters a mood of prayer and begs for the mercy of the holy name, the cloud of false ego covering the soul can be dispersed. As a result, one can feel the full mercy of the holy name and chants always:
“One should chant the holy name of the Lord in a humble state of mind, thinking oneself lower than the straw in the street; one should be more tolerant than a tree, devoid of all sense of false prestige and should be ready to offer all respect to others. In such a state of mind one can chant the holy name of the Lord constantly.” Śikṣāṣṭakam 3
And that’s how we can feel God by chanting the holy name!