Please provide us with a summary of your personal and family background. Include information about your parents and siblings, where you grew up, and perhaps a highlight or special memory of your youth
Personal. The admission committee wants to know your uniqueness. In other words, why they should pick you when so many other applicants have a similar profile (w/e, gmat, gpa). For example, you can talk about what you are passionate about and related experience resulting in your passion.