Wachovia Securities is now using the Wells Fargo Advisors name, officially rebranding its business under its new parent, Wells Fargo & Co.

“Today, as Wells Fargo Advisors, we begin a new chapter in our storied brokerage history,” said Danny Ludeman, president and CEO of the brokerage firm, in a statement. Wells Fargo completed its acquisition of Wachovia Securities last Dec. 31.

Ludeman called adopting the Wells Fargo brand “a unifying step,” saying company officials chose the word advisors because “the term illustrates the role we play in guiding customers and helping them meet their financial goals.”

The Wells Fargo Advisors name was selected following research that included financial advisor input, customer surveys and competitive analysis. The new name will be seen on marketing materials, business cards and other promotional pieces beginning this month, and will be introduced on other material throughout the year. New Wells Fargo Advisors signs on brokerage offices will begin appearing in the fall and continue into early 2010.

With more than $900 billion in client assets, Wells Fargo’s brokerage businesses have nearly 16,000 full-service financial advisors and 6,000 licensed financial specialists.