For the rolls, dissolve the yeast in the warm milk in a large bowl. Let it sit for about 5 minutes.
To the bowl of your mixer add the sugar and butter and cream together.
Add the flax egg and salt if not using earth balance and cream until smooth.
Add the sifted flour and mix.
Pour the milk/yeast mixture over the flour mixture and using the dough hook, mix well until well incorporated.
Place the dough into an oiled bowl, cover and let rise in a warm place about 1 hour or until the dough has doubled in size.
Combine the brown sugar and cinnamon in a bowl. Grease a baking dish with cooking spray or butter. Roll the dough out on a lightly floured surface, until it is approximately 16 inches long by 12 inches wide. It should be approximately 1/4 inch in thickness.
Spread the butter evenly over the dough, then sprinkle with the sugar evenly over the surface of the dough.
Working carefully, from the long edge, roll the dough down to the bottom edge.
Cut the dough into 1 1/2-inch slices, and place in a lightly greased baking pan. Place the cut rolls in the prepared pan. Cover with a clean kitchen towel or plastic wrap and let them rise for another 30 minutes, or until doubled in size.
Preheat oven to 350 degrees. Place the baking pan in the oven and bake for 20 minutes or until golden brown. Cooking time can vary greatly!
While the rolls are baking make the icing by mixing all the icing ingredients and beat well with an electric mixer until fluffy and smooth. When the rolls are done, spread generously with icing.