When you do or say something in the name of another, be it a country, organization or person(s), you are invoking the authority that that name commands. This makes the act or phrase not a reflection of you, but of whoever holds that authority. To pray, encourage, instruct or comfort in the name of Jesus comes NOT from just speaking His name. You must have faith in it. You must believe in Him and in what He told us in scripture we can do in His name.