A dog's name is often used constantly, but not always carefully. You may say it before commands, when your dog ignores you, when they're in trouble, or simply because you want their attention.
Teach the name separately
Start somewhere quiet. Say your dog's name once. When they turn toward you, reward them.
Repeat this frequently without immediately following the name with a difficult request. You're building an automatic orientation response.
Protect the association
If the name is repeatedly followed by punishment, frustration, or something unpleasant, it can lose some of its value.
That doesn't mean you can never use your dog's name before something they dislike. It means the overall history should be overwhelmingly positive and useful.
Don't turn the name into background noise
If you say your dog's name twenty times during a training session, they may eventually stop treating it as meaningful information.
Use it deliberately. Name first, attention second, then give the next cue if needed. A name that consistently predicts useful information becomes one of the easiest communication tools you have.