Request for friendly name for ESPHOME devices to use HA feature to reduce entity names

**Describe the problem you have/What new integration you would like**
I can assign the esphome device a name with:

```
substitutions:
upper_devicename: "Lampe Aussen Hausbeleuchtung"
devicename: "lampe-aussen-hausbeleuchtung" #(upper case and space not allowed)
esphome:
name: $devicename
```

but I cannot assign a friendly name for Home Assistant:
`friendly_name: ${upper_devicename} #--> doesn't work`

If I give e.g. a light entity a name:
```
light:
- platform: binary
[...]
name: "${upper_devicename} Balkon"
```

It doesn't show the right way in Home Assistant:

If I rename the device name into the "friendly one" it works:

So it would be nice to have a "friendly" device name with uppercase and spaces via the yaml code. That way the look in HA would be much cleaner

### Anything in the logs that might be useful for us?

```txt
nothing
```

**Additional context**
It would be an alternative, if the `esphome name` accepts upper case and spaces and translates to lowe case and "-" were needed.

If you would be able to set an uppercase device name via the yaml you can make use of the truncating in Home Assistant (would be much clearer)
**Please describe your use case for this integration and alternatives you've tried:**

Example YAML snippet
```yaml
substitutions:
upper_devicename: "Lampe Aussen Hausbeleuchtung"
devicename: "lampe-aussen-hausbeleuchtung"

esphome:
name: $devicename
# friendly_name: ${upper_devicename} --> missing?

light:
- platform: binary
id: light1
output: relay1
name: "${upper_devicename} Balkon"
```

Start with the provided substitutions and esphome YAML snippets, then trace how the device name and entity names are exposed to Home Assistant. Done means a configurable friendly device name with uppercase letters and spaces is preserved in Home Assistant without changing the machine-readable device name.

Written by the indexing model from the issue text.