The number one thing that you need to do when you are trying to build awareness is marketing. Marketing also includes branding, which is what people think of when they see your logo or hear your company name. My first collaboration was with Local Embers, a husband and photography duo with a great eye for detail. After seeing a few weddings they captured, I reached out via email and just asked them if they would be interested in collaborating.
I needed more photos to share on my website/social meadia and in return I offered them a service they could share with their brides,which would set them apart from other wedding photgraphers. Collaboration is all about finding a way for both businesses to benefit. Once you have a good idea of how that can be done, go ahead and send the email or pick up the phone. You never know who will say yes, until you ask.