The only thing the college board/CSS profile does is collect information in one centralized place. It is essentially a repository/clearinghouse for your financial documents which are then sent out to colleges that had their services.
Family contributions and financial aid comes from the schools. I have written during my D’s cycle she applied to 7 schools, got accepted at 7 schools and we got 7 different EFCs and packages from 7 need blind, meet 100% demonstrated need schools. our packages ranged from loans, to no loans, different parent/student contributions, etc
Our packages varied by about 10,000. There was about a 5k difference between the package we received from Amherst and Williams- 2 schools that overlap in size, endowments and students that they accept. Williams gave our family a better package than Dartmouth - where there again is a lot of overlap in admissions. (we used the Williams package as a basis for a financial review at Dartmouth as they have a larger endowment). I was surprised at the time that a Bryn Mawr gave a better package than Williams.
When it was time to make a decision, we narrowed things down to her top 3 choices and went from there. She did not attend the school that gave her the best package, nor did we use that package for a financial review - we used direct peer school, were there was head to head overlap in revealed preferences.