They don't need to be the same brand, they just need to use the same technology
If you are using a Z-Wave network then make sure your hub supports that. If you're using zigby, make sure your hub supports that. Same with Bluetooth or Wi-Fi... You definitely don't need to have the same brand of switch.
I have lots of GE switches in my house which are made by jasco, but then I also have a couple Honeywell switches that are also made by jasco. I also have a handful made by zooz which I find to be the best value and ability to customize.
From an aesthetic standpoint the important thing is to get the same color and same switch style, in my case the paddle