the holy name is a worshipable deity

The Holy Name is a worshipable murti (deity). In fact, in this age of Kali Yuga, it is the most important murti, or form, of the Lord. Srila Prabhupada explained the difference between many other temples where everything is just centered around worshipping the deity. But in this age of Kali Yuga, that simply does not work. We make our life centered around the deity in the temple because that helps to facilitate us to actually approaching Him through His name. 

Everything we do in deity worship is connected with the name of Krishna. You cannot make a single offering without the name of Krishna. And when the devotees come before the deities, they practice the yuga dharma, the eternal service and religion of the soul, which gives the greatest pleasure to the deities. And that is coming together to dance gracefully, to chant the Holy Names: Hare Krishna Hare Krishna Krishna Krishna Hare Hare/Hare Rama Hare Rama Rama Rama Hare Hare.