At the time of initiation, a guru gives his disciple a new name, signifying his spiritual birth, and suggesting his spiritual nature. After Gurudeva attended the fire ceremony that concludes the rite of initiation, Ācāryadeva announced his new name before the assembled Vaiṣṇavas:
“Gaura Nārāyaṇa is a name for the Supreme Personality who appears in Kali-yuga to inaugurate nāma-sankīrtana—the congregational chanting of the holy names. Now, Śrīman Nārāyaṇa has become Gaura Nārāyaṇa, for he will be a powerful preacher who spreads the saṅkīrtana-dharma. He is also honored with the title ‘Bhaktabāndhava,’ for he is a great bhakta and he is also bāndhava—the friend of all. Bhaktabāndhava Gaura Nārāyaṇa will be the friend of the conditioned souls by first developing an affectionate bond with them. Upon gaining their trust, he will show them that the only means for them to attain everlasting happiness is by chanting the holy names in saintly company. Like a touchstone, he will transform them into devotees. Then he will maintain them as a friend, caring more for their well-being than his own.
“A bhakta is someone who has bhakti for Bhagavan and who is always serving the Lord and His devotees. The bhaktas and Bhagavān have an unbreakable relationship forged by their mutual loving devotion. In the Ādi-Purāṇa, Kṛṣṇa said to Arjuna: asmākaṁ bāndhavā bhaktā/bhaktānāṁ bāndhavā vayam—the devotees are My dearmost friends, and I am the dearmost friend of My devotees. Since the devotees are Kṛṣṇa’s closest friends and He is theirs, the devotees know how to relate others to Kṛṣṇa, without being drawn away from Him. Of all devotees, the Vraja-devīs are the most exalted. The Vraja-devīs advented as associates of Gaurasundara in His pastimes and awoke love for Kṛṣṇa in all hearts. Following in their footsteps, Bhaktabāndhava Gaura Nārāyaṇa will help bring everyone into the shelter of Kṛṣṇa’s lotus feet.”
Hearing Ācārya Kesarī speak these inspiring words, everyone present at the ceremony applauded. Later, Ācārya Kesarī spoke alone with Śrīla Gurudeva: “Since you came to the aśrama, I have been happy to witness your bhakti, indicated by your inclination to continually serve the bhaktas. You not only care for the devotees, but you develop a close friendship with them. I therefore named you Bhaktabāndhava.
Your love for Bhagavān makes you the friend of all devotees and, indeed, of all souls. When neophytes come to the temple they often recall their material lives and long for the familial ties and friendships they left behind. I desire that you care for the novice sādhakas with such affection that they forget any past relation and develop the willpower to follow the transcendental path. Be the friend of all by relating everyone to Kṛṣṇa—the abode of unremitting love. By your devotion you can attract the people you meet and make them aware of their real nature.
Collect hearts and offer them to Kṛṣṇa without thinking of yourself as the doer. Act only for the pleasure of the Guru-varga and know that everything is being done by Bhakti-devī herself.”
[Excerpted from the Bhakta Bandhav Publication “Sri Guru Darsana“]