Spread the softened butter evenly over the rectangle. Stir together brown sugar and cinnamon. Sprinkle evenly over the butter.
Starting with the longer side of the dough, roll up tightly into a log then pinch at the seam. Cut into 12 equal portions.
Line a large baking sheet with parchment paper. Place rolls onto the lined baking sheet. (3 across, 4 down) Cover with a kitchen towel and allow the rolls to rise until doubled in size.
Preheat the oven to 350° F. while the rolls are rising.
Once risen, bake rolls for 20 to 22 minutes or until golden on top. Carefully remove from the oven. Allow rolls to cool down for at least 30 minutes before frosting.