I thought it might be instructive to present an approach that relies on pre-calculus methodologies only. Proceeding, we can write
$$\begin{align}
\lim_{x\to a}\frac{x^x-a^a}{x-a}&=\lim_{x\to a}\frac{(x^x-x^a)+(x^a-a^a)}{x-a}\\\\
&=\lim_{x\to a}\frac{e^{x\log(x)}-e^{a\log(x)}}{x-a}+\lim_{x\to a}\frac{e^{a\log(x)}-e^{a\log(a)}}{x-a}\\\\
&=\lim_{x\to a}e^{a\log(x)}\left(\frac{e^{(x-a)\log(x)}-1}{x-a}\right)\tag1\\\\
&+\lim_{x\to a}a^a\left(\frac{e^{a\log(x/a)}-1}{x-a}\right)\\\\
&=a^a\log(a)+a^a\tag2
\end{align}$$
where in going from $(1)$ to $(2)$, we used the Squeeze Theorem along with the estimates $$1+x<e^x<\frac1{1-x}$$ for $x<1$ and $$\frac{x-1}{x}<\log(x)<x-1$$ that I derived in THIS ANSWER, which were based on the limit definition of the exponential function and Bernouli's inequality.
TOOLS USED:
The limit defintion of the exponential function, Bernoulli's Inequality, and basic algebra to obtain estimates for $e^x$ and $\log(x)$, and the Squeeze Theorem