New Zigbee devices might get setup in Home Assistant before you get a chance to setup friendly names in the zigbee2mqtt config file:

/home/user/docker/hassio/share/zigbee2mqtt/devices.yaml

If this happens a fix is as follows:

• stop home assistant
• clear the incorrect entities from: /home/user/docker/hassio/homeassistant/.storage/core.entity_registry
• restart home assistant and the zigbee2mqtt devices should now be in home assistant with the correct friendly entity IDs