Google instant has had a profound impact on your reputation. If you are a company with any volume at all, it is likely that you have something out there that is bad about your reputation. The problem now with Google Instant is that when someone searches for your brand, they are now seeing the results that appear on your brand in many cases.
When someone it typing your name into Google, it is likely that they are close to a purchasing decision. A brand name search is the highest-converting search across the entire web.
Now, when someone starts a search for your company name, it is quite possible they get the results for the suggested result, versus what they originally intended to search.
What does your Google Suggest say about you?