I have to say that this exact point is true in college admissions. Our daughter who just graduated in June, was accepted to almost all the colleges to which she applied- surprising her and her college counselor. She certainly had solid stats, but it was her voice that came through in her application that made all the difference. When we went to a busy admitted students day, we met the admission officer who had read her application and he very clearly remembered details of her essay (this was at an Ivy with 7% admissions.)
Her essay was written in diary form chronicling her internal growth on a trip abroad. It was simply written, not over polished, but described a minor victory she worked hard for and the feelings she experienced when she succeeded. The AO’s recall of the essay confirmed it was a differentiator and I imagine her recommendations were as well.
I think this is the hardest and most frustrating part of the admissions process. It is really hard for young kids to have the ability to self reflect in a meaningful way. It is sometimes helpful to get family to help you with this step. It is also important to consider your unique qualities and how they would contribute to a particular school community.