What happens if the Change Of Base Formula is used for the left member? Its derivation (Change Of Base) is a separate but important process.
Following the change of base formula to gives . What you are then wanting to know is, how to derive the Change Of Base Formula?
You may look at and hopefully understand the proof found in http://en.wikipedia.org/wiki/Logarithmic_identities#Changing_the_base. Look at the sections, "changing the base", and "proof".