In the non-rational case, one has to confront the relevant definition of exponentiation:
$$a^b := e^{b\ln{a}}, \;\; a>0, b \in \mathbb{R}$$
Oftentimes the construction of the exponential function and natural logarithm is based in calculus, but one can avoid it by defining $e^x$ by its power series and $\ln(x)$ as the inverse. Using this approach, we proceed as follows:
\begin{align}(1+x)^r-(1+rx) & = e^{r\ln(1+x)} -(1+rx) \\ &= \sum_{k=0}^\infty \frac{r^k\ln(1+x)^k}{k!} - (1+rx) \\ & = r\ln(1+x)-rx + \sum_{k=2}^\infty \frac{r^k \ln(1+x)^k}{k!}.
\end{align}
One would like to use l'Hopital's rule to show that $\lim_{x \to 0} \frac{\ln(1+x)}{x} = 1$, from which it would follow that the RHS is $o(x)$, our desired result. If we wish to avoid calculus entirely, we must justify this limit otherwise. Exponentiating and using our definition, however, this is equivalent to showing the well-known result
$$\lim_{x \to 0} (1+x)^{1/x} = e := \sum_{k=0}^\infty \frac{1}{k!}.$$
If you believe this limit, you're done, but it sounds rather bothersome to prove it without a calculus-based definition of the exponential function or natural logarithm while avoiding circular reasoning. What one can certainly do without calculus is prove that the equality holds for the sequence $x_n=\frac{1}{n}$ (see this answer), but this is not sufficient for the desired result. You could probably modify the proof for that sequence to work for any sequence of rational numbers approaching $0$; I'd imagine this is sufficient for our limit to hold by the density of the rational numbers, a la this result.