Embodiments of the disclosure are directed to methods and systems for activating and/or customizing a mobile device. A mobile device may comprise a brand configuration system operable to monitor activity on the device, analyze the monitored activity, build a queue of probable brand-specific data based on the analysis, and download the queued data from a brand configuration server. In some embodiments, a brand configuration process may be completed in the background on a device while an activation process is being completed in the foreground of the device.