I've had generally good experiences through cheating.
Let me explain...
Most NPCs won't last past the first few rounds of combat. It's staggeringly unlikely that a 30th level wizard's chosen cantrips are relevant, or really even what 7th level spells they have prepared.
So, don't choose them.
Or, at least, don't pick them all. Select the top 2 levels of spells as normal, and pick a couple of utility or back-up spells they have at lower level. Sure, the party might find the wizard's spellbook and want to know what's in it, but that's what random tables are for (just be sure to include the spells you chose for them). The spellbook randomly has wish but the wizard didn't use it? No worries: they must have already used it today, or were short of the material components, or even 30th level wizards with triple-digit INT scores make bad decisions now and then.
Similarly with gear: pick a couple of unique things they have, and ballpark the rest. Or, build a couple of default loadouts that work well, generally (Cloak of Resistance +5, Item of <Key Ability> +6, Ring of Evasion) and just customize the last few thousand GP of stuff.
Feats fall somewhere between the two. There are some good go-to combos (summoner wizard? Spell Focus (Conjuration) and Augment Summoning probably go in there somewhere; evoker? Spell Penetration and Greater probably belong), which should leave enough room for one or two interesting feat choices that make the wizard feel sufficiently different from the wizard the party met last week.
It's a little harder to cheat with pure-martial characters, but my experience is that they're often easier enough to build (especially with a good gear bundle) that the actual build time is about the same as a cheat-ed wizard.
As Ned's answer suggested: re-skin things. Also, add templates or just racial hit dice. And, creating interesting encounter areas is a great idea! An encounter in a giant clockwork, where the characters need to be aware of which gears are safe to be on this turn, can help transform "yet another golem" into an adventure to remember.
The last question in this Angry GM (content warning: lots of grawlix swearing and snark) mailbag post (scroll down to "Dino asks") talks (indirectly) about pulling 4e and 5e mechanics into other systems. Both have some variant of recharge abilities (3.5's got a couple, but they're bespoke - a dragon's breath weapon is the best example off the top of my head) and lair actions. The former are pretty simple: roll a d6; if it rolls above an X (where X is largely determined by how powerful the effect is), the ability's ready again. Lair actions are a bit more foreign to 3.5: basically, a creature in its place of power (a dragon in its cave, a lich in its tower, etc.) can tell the lair to do stuff - drop stalactites, hurl books, try to banish intruders, etc.. Granted, this may feel like it's getting away from "follow[ing] the same rules as for the PCs", but ... meh. NPCs will always be outshone by the PCs (right up until the TPK), and are on-screen a lot less than the PCs; let the NPCs get away with a few things here and there that the PCs might not be able to (or, at least, might not be able to easily). Maybe the dragon didn't actually use a "Lair Action" to cause the stalactites to fall; maybe it knows the resonant frequency of its cave and, through decades of experimentation and practice, can growl just right to cause minor tremors...
I would add to that looking at Pathfinder's Mythic system. Just slapping mythic tiers onto NPCs probably isn't the best path, but pulling in a couple of those abilities to juice up a boss that looks a bit dull might be just what the cleric ordered.