SEO for US-based brand name with a non-English character in its name

One of my clients has selected a name for their business which includes a non-English alphabet letter in it. My concern is that 99.9% of its customers will never type the non-English letter into Google and they will instead use the letter "A" since it is the nearest English equivalent.

What should I be mindful of in terms of technical and on-page SEO? Are there other "watchouts" I should be mindful of? How would this impact the content strategy for the blog, link-building, etc.?

Thanks!