Here the word "name" represents Yahweh himself and his reputation and "profane" means to remove the honor that belongs to God as Creator and Lord of the universe. Alternate translation: "You must not dishonor me, for I am holy" or "You must not dishonor my holy reputation" (See: [[rc://en/ta/man/translate/figs-metonymy]])
This can be stated in active form. Alternate translation: "The people of Israel must acknowledge me as holy" (See: [[rc://en/ta/man/translate/figs-activepassive]])