In order to show that this is in fact $\ln(a)$, you need to have in mind a particular definition of the function $\ln(x)$. There are several ways that we may fundamentally define $\ln(x)$ without assuming knowledge of the derivative of $a^x$:
One may define $\ln(x)$ to be the unique antiderivative of $y=1/x$ on the interval $(0,\infty)$ satisfying the initial condition $\ln(1)=0$. That is, we have $\ln(x)=\int_{t=1}^x(t^{-1}dt)$.
Or one can first define the natural base $e$ as the number $\lim_{n\to\infty}(1+1/n)^n$ (or equivalently the number $\sum_{n=0}^{\infty}(1/n!)$). Then, we may define the natural logarithm as the logarithm to base $e$, i.e. $\ln(x)=\log_e(x)$.
Or one can first define the exponential function $\exp(x)$ as the unique function that is its own derivative and satisfies the initial condition $\exp(0)=1$. Then, we may define the natural logarithm as the inverse function of $\exp$.
Using any one of these definitions, it is possible to prove that $\ln(a) = \lim_{x\to 0}(\frac{a^x-1}{x})$.
For instance, if we use the definition that $\ln(x)=\int_{t=1}^x(t^{-1} dt)$, then we derive the above limit as follows:
We first note the general rule for antiderivatives:
$\int_{t=b}^{t=a}(t^n dt)=\frac{a^{n+1}-b^{n+1}}{n+1}$.
One might at first think we can directly apply this to the case $n=-1$. However, we see we get the indeterminate expression $0/0$ if directly plug in $n=-1$ into the above formula. What do we do?
Well, although we cannot plug in $n=-1$ directly, we know the formula holds for all $n$ arbitrarily close to $-1$, so it should also work in the limit $n\to -1$. (This is a step that actually needs to be justified, but using tools from real analysis, this is not hard to do).
Thus, we have $\int_{t=b}^{t=a}(t^{-1} dt)=\lim_{n\to -1}(\frac{a^{n+1}-b^{n+1}}{n+1})$.
Applying this to the case $b=1$, we get that
$\int_{t=1}^{t=a}(t^{-1} dt) = \lim_{n\to -1}(\frac{a^{n+1}-1^{n+1}}{n+1}) = \lim_{n\to -1}(\frac{a^{n+1}-1}{n+1})$.
However, this above integral is by definition equal to $\ln(a)$, so we conclude that
$\ln(a)=\lim_{n\to -1}(\frac{a^{n+1}-1}{n+1})=\lim_{x\to 0}(\frac{a^x-1}{x})$,
which is what we wanted to prove.
This is just one of several ways we can prove your wanted limit from "fundamental principles". I hope this helps.