What does it mean to 'fear the name of the Lord'? In the NIV translation of the bible, the word 'fear' is replaced with 'reverance'. It means standing in awe and worship - in reverance - of the name of the one and only God. Here in Malachi, we are promised that those who fear his name will be treasured and loved by him. The Lord hears and will remember those who esteem his great name. How great is our God!