Update your class to implement initWithFrame: as well as initWithCoder:, then you can call:
[[MyCustomView alloc] initWithFrame:...];
In your code. Thus you have created an instance (that is configured) programatically.
- (id)initWithFrame:(CGRect)frame {
if ((self = [super initWithFrame:frame])) {
UILabel *label = [[UILabel alloc] initWithFrame:...];
// configure the label
[self addSubview:label];
}
return self;
}