I understand that not everyone wants to go through the hassle of building a website from scratch, hence why these sites are so big. You sign up, create a profile, maybe add a link to another social media and there you go you are now a member.
All websites are completely different from each other. Sure some people might use the same template, but the content and domain is still what differentiates each other. (If you really want to see uniqueness, just take a look at some of the ones hosted on Neocities).
For me, having a website was never about creating a brand. It was just about writing for myself about my progress to look back on every few months and years. If someone ends up reading it then great, but it should rarely be your goal in the beginning.
Before I started this website back in February 2021, I was writing book notes as I was trying to make reading a habit. The best way to remember the takeaways was to just write it in my own words. Didn't have to be perfect, I just had to be able to explain it in 3 sentences.