Likutei Moharan 260:2/ליקוטי מוהר"ן ר״ס:ב׳

12. The same is accomplished as a result of losing one’s name—i.e., prestige. In other words, there is a person who is prestigious and not prestigious—i.e., he is well-known by everyone and everyone talks about him, and even so he is not a prestigious personage, because he is not considered important. And there is another person who has no desire for this, yet has lost prestige—i.e., a loss of the name, which is the soul. That is, even though he has no desire not to be prestigious, he still loses it, like someone who loses something against his will. In other words, he loses the name, the aspect of prestige, which is his name in the world.

2Yet, there is a person who does this willingly and knowingly. To sanctify God’s Name, he sacrifices his own name—i.e., his prestige, which is the aspect of name/soul, as explained above. As a result of this, even though he is prestigious, he is still not at all prestigious. On the contrary, he is quite the reverse. Everyone speaks about him and fabricates lies about him [of things] that never crossed his mind, so that, quite literally, his blood is shed by this.

3Yet he does this intentionally, because it is an aspect of bona fide self-sacrifice—for the name is the soul, as explained above—and from this too his blood is shed, as explained above. With this, he saves the Jewish people from what they deserved to have happen to them, God forbid, for the purpose of a unification, as explained above. However by sacrificing his name, which is his soul, he saves them, as explained above.