Baked light should always be the same (or better) brightness under direct lighting conditions.
There can be a multitude of issues in your scene, and why it's giving you this effect.
Please check the following in this order:
- Does your models have proper UV maps
- Does your models have enough scale in lightmap (small lightmaps can create faulty shadow effects)
- Does your scene has enough reflection probes for indirect lighting (not enough light from the shadowed side can "shadow" the lit side.
- Do you have ambient occlusion enabled? Maybe you need to fiddle with the values there.
- From experience "Baked Indirect" gives better results than "Subtractive"
- Are your settings in URP or HRDP or LRP are correct?
- Is your "Sun" the right brightness?
What you should expect with "good settings"

Example lighting settings that the result above were achieved:
