The images inside each branding kit include the same standard usage terms of all WSS imagery. You can use these photos on all your marketing platforms - website, social media, eBooks, digital and printed marketing materials, programs and more.
The chances of any of your direct competitors using the same branding kit imagery are very slim. Your website will stand apart and always look completely unique to you when you apply your own branding fonts, colors and designs. I also recommend adding supplemental imagery to help build your own unique brand and story.